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01 August 2006



appreciate your comment on my blog about KM and culture. This article on "meaning capital" is brilliant--I'm assuming you are referring to the notion of the "stories we tell ourselves about ourselves," consciously and unconsciously. One can navigate those stories only through careful observation of what is actually happening or being produced, as though one were from another planet, free from the bias that comes of "stories."

Example: Google's story is one of innocence, pure intentions and the shining icon of free access to anything. "Do no evil," is their motto. It's a good one and for the most part, in their culture they live up to it. More than anything, Sergey does not want to be like Bill Gates.

But as time goes on, they will be challenged to remain the same as their initial story, and that's when consciousness around what you are calling Meaning Capital will become important.

Am I understanding you correctly?

Didier Toussaint

Thank you for this comment.
You are perfectly right about Google. There comes a time when the firm sees its initial business model challenged by its environment. When the founder is still in command, he usually copes by instinct. It is much more difficult for his successors. For them this capital is not natural. This is what I consider as the corporate unconscious.
I have described this process through two different cases : one is Renault, the car producer, the other is Fnac, a french distribution company. But they are in french.

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