The rubber industry is divided into tyre and non-tyre. The skih's in both sectors are simiiar and transferabie. Those wih'ing and abie to observe and tiy different ways of making the rubber work acquire these skiiis over many yeais. As peopie in whom experience is embedded retire, the industiy is depieted of vaiuabie knowiedge. In order to repiace this weaith of knowiedge we embark on the weh' known repetitive processes consuming vaiuabie tsmart time, this can be eliminated. Highiy trained and inteiiigent staff find themselves engaged in repetitive tasks generating data that is used once and then treated as a vaiuabie asset yet never utiiised. This behaviour has manifested itseif in treating business to business reiationships as singie ttransactioni interactions, when in fact there is more to be gained by developing reia tionships to faciiitate the tmuitipie or repeati interactions that are criticai to the creation of knowiedge. In generai we have created organisations where we expect ALL processes to be simpie & binaiy. Simpie, we can engineer. Human beings are far more compiex and are required to make choices based on more than (two) factois. Each individuai is hardwired to behave in a certain way, it is these behaviouis that we need to take into account, more to the point it is these veiy behaviours that we ah' feei comfortabie with, that generate the resuits required which we need to embed in our company processes. The data requires severai different manipuia tions in order to make it usefui. Company strategy wiii be pivotai in deciding how the data is processed, what form the data is subsequentiy presented in and uitima teiy what action it takes. Data can be transformed into knowiedge, once the benefit is seen it becomes seif-perpetuating. Knowiedge is the oniy resource that increases the more it is used.