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Beyond Branding is written by members of The Medinge Group

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October 07, 2003

Beyond in Other Disclipines : 1 Knowledge Management 

We'd love to see all human disciplines travel beyond to identifying the same living systems value servant-leadership and global standards of humanitarian trust-flows as our book advances. And to see why this value multiplies for owners too, much more than today's chronic speculator value anlaysis could beigin to imagine.

In KM, four of the people going most beyond are:
Debra Amidon
Karl Sveiby
Clark Eustace
Verna Allee

Leaders in this race keep changing, in close cooperative tandem of cousre, but currently start with the Allee link

Extract:

It's All about Relationships

The value network perspective makes it abundantly clear that success today is all about relationships. We sometimes are dazzled by technologies and what they can enable us to do. But the bottom line is that business is about exchanges and transactions that happen between real people. Even when people never see each other or speak directly, only real people can make decisions and initiate action. Technologies may fill the role of decision-makers at times, but only based on what a real person would do.

When business is viewed as a linear process, a set of functions, or simply material transactions, it not only diminishes the role of people - it makes invisible the all-important human relationships. The value network focus puts people back into the business model in such a way that every individual can see who they need to be in relationship with, and what their responsibility is in that relationship.

The value network view demonstrates that knowledge and intangibles build the critical business relationships and create the environment for business success. We do not so much build a business but rather grow or "weave" a web of trusted relationships.

Once intangibles become visible, people can easily define their importance in building good relationships, and are more willing to invest resources in producing and delivering them.

Integrity Is not an Option

One of the hallmarks of systems thinking is respect. Whole-system awareness brings humility and genuine respect for the system we are working with, and for the limitations of our own understanding. It is easy to assume we know more that we do and that we are smarter than we really are.



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