Ikujiro Nonaka

Senior managers give voice to a company’s future by articulating metaphors, symbols, and concepts that orient the knowledge-creating activities of employees. They do this by asking the questions, What are we trying to learn? What do we need to know? Where should we be going? Who are we? If the job of frontline employees is to know “what is,” then the job of senior executives is to know “what ought to be.”

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