The Knowledge-Creating Company and the Future of Content Creation


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Sep 26, 2023

4 min read


The Knowledge-Creating Company and the Future of Content Creation


In an ever-evolving economy, knowledge has become the ultimate source of competitive advantage for companies. The ability to continuously innovate and create new knowledge is what sets apart the knowledge-creating company. Contrary to the traditional view of organizations as information-processing machines, Japanese companies have adopted a different approach. They recognize that knowledge creation is not simply about processing objective information but tapping into the tacit knowledge of individual employees. This article explores the concept of the knowledge-creating company and its relevance in a world where content creation costs are rapidly decreasing due to advancements in artificial intelligence (AI).

The Power of Tacit Knowledge:

At the heart of the knowledge-creating company lies the recognition that tacit knowledge, the subjective insights and intuitions of individuals, is essential for innovation. Japanese companies encourage personal commitment and a sense of identity with the enterprise and its mission, allowing employees to contribute their unique perspectives. By sharing tacit knowledge and converting it into explicit knowledge, companies can foster a culture of continuous learning and improvement.

Metaphor and Analogy in Knowledge Creation:

The process of converting tacit knowledge into explicit knowledge involves the use of metaphor and analogy. Metaphor triggers the creative process by merging two distant areas of experience into a single, inclusive image or symbol. This allows for the articulation of new ideas and visions. Analogy, on the other hand, helps reconcile contradictions and make distinctions, providing a structured process for refining and crystallizing concepts. Together, metaphor and analogy form the basis for knowledge creation.

Redundancy and Reflection:

Building redundancy within an organization is crucial for knowledge creation. Redundancy involves consciously overlapping information, activities, and responsibilities. Strategic rotation and free access to company information further enhance redundancy. However, reflection is also necessary, especially during times of crisis or breakdown. Challenging employees to reexamine assumptions and embracing ambiguity can lead to alternative meanings and fresh perspectives, fueling innovation.

The Future of Content Creation:

The rise of AI has brought about a significant shift in content creation. With tools like GPT-3 and DALL-E, the cost of producing goods with a digital component is decreasing rapidly. This has raised questions about the future of the economy when acquisition becomes the primary competition. While existing technology companies may solidify their market position, startups that act as infrastructure providers for other companies may see greater disruption. However, the most significant impact may be on individual workers, as AI tools automate content creation and reshape job roles.

The Power Law Dynamic and Concentration of Power:

As with any technological innovation, the power law dynamic comes into play. The concentration of power in the hands of a few elite companies is a likely outcome. The ability to leverage AI for novel acquisition methods, bypassing gatekeepers, will give certain companies a significant advantage. Furthermore, the design of products itself will be influenced by AI, rewarding those that can provide better training inputs for AI models.

The Changing Relationship with Content:

AI will fundamentally change our relationship with content. Distinguishing between what is real, what is fake, and what is personalized for individuals will become increasingly challenging. The responsibility for the message itself may shift from humans to algorithms, raising important ethical and societal questions.


The knowledge-creating company remains a vital concept in today's rapidly changing economy. By tapping into tacit knowledge and embracing creativity, organizations can adapt and thrive. As content creation costs decrease due to AI advancements, companies must navigate the challenges and opportunities that arise. To succeed, organizations should foster redundancy, encourage reflection, and be prepared for a future where the relationship between humans and content undergoes significant transformation.

Actionable Advice:

  • 1. Foster a culture of personal commitment and identity with the company's mission to tap into employees' tacit knowledge.
  • 2. Encourage the use of metaphor and analogy in knowledge creation processes to stimulate creativity and refine concepts.
  • 3. Embrace redundancy within the organization, challenge assumptions, and encourage reflection during times of crisis or change.

(Note: The content above is a combination of the provided text and has been rephrased and rearranged to form a coherent article. No sources have been referenced directly.)

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