Everyone knows that you cannot design without a knowledge of the material and tools that will be used in producing what you design.  Don't we? Well I will assume that if you are reading this you know.  If you examine the work of the most outstanding designers, architects, directors, choreographers, etc. you will find they have an incredible depth of knowledge in the materials and tools of their profession.  In many cases they have created new tools and materials.  Yet, it appears in our instant gratification culture there is a pervasive belief that the knowledge needed can be gained with minimal study and effort.  I suspect it is not so much that people believe they can get by with only a superficial knowledge, but rather they do not understand what it is to have significant depth of knowledge.  They simply do not know what it is to really master the materials and tools of their profession.  Or perhaps they just don't care.  I will also assume that since you are reading this you do care.  I will discuss this in more detail in Personal Optimal Achievement.  For the present just recognize that the optimally achieving organization will have a number of people who have and continue to study the materials and tools diligently.  The culture of the optimally achieving organization needs to attract and retain such people.  The culture also needs to nurture it in those who are willing to develop it.  (Caution! Do not fall for the myth that you retain people who will do great work by creating the happy work place.  I will discuss this later in The Causes of Organization Failure / Faulty Beliefs / Examples / The Happy Work Place: A Wild Goose?)

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