As we transition into the era of Industry 5.0 and adopt modern service management practices, knowledge management (KM) has taken centre stage. Organisations are no longer satisfied with capturing knowledge—they want to cultivate it, share it, and use it to co-create value. But how we approach KM makes all the difference.
Two dominant frameworks often come into focus: the SECI model (Socialisation, Externalisation, Combination, Internalisation) and the Seven Rules of Knowledge Management. While SECI has long been a staple, its structured, codification-heavy philosophy increasingly clashes with the dynamic, human-centric realities of modern knowledge work. Let’s explore why—and what to do about it.
SECI vs. Seven Rules: Two Views of Knowledge
The SECI model views knowledge as something that can be transformed in a linear and repeatable fashion. Its four stages (socialisation, externalisation, combination, internalisation) are elegant in theory but struggle with the unpredictable nature of human behaviour.
The Seven Rules of Knowledge Management, rooted in complexity theory, provide a more realistic and adaptive model:
1. Knowledge can only be volunteered—it can’t be conscripted.
2. We only know what we know when we need to know it.
3. We always know more than we can say, and we always say more than we can write down.
4. We only know what we know when someone asks the right question.
5. Narrative is the most powerful way of representing knowledge.
6. We always know more than we realise.
7. You can’t deliver knowledge—you can only create the conditions where it can emerge.
Where the SECI Model Falls Short
Codification Overload
SECI assumes tacit knowledge can be written down or transformed into manuals. But most valuable knowledge is contextual and can’t be fully externalised.
Linear Thinking vs. Emergent Behaviour
SECI implies a sequential process. The Seven Rules accept that knowledge emerges when it’s needed and can’t be forced.
Narrative Neglect
SECI downplays storytelling, whereas the Seven Rules celebrate it as the richest medium for conveying complex knowledge.
Extraction vs. Invitation
SECI is extractive—assuming we can ‘pull’ knowledge from people. The Seven Rules argue knowledge must be invited and nurtured.
Why the Seven Rules Align with Industry 5.0 and Service Management
Industry 5.0 shifts the focus from automation to collaboration, ethics, and sustainability. In parallel, service management frameworks like ITIL 4 encourage co-creation, continual learning, and adaptability. These goals demand a knowledge culture that supports digital transformation, is fluid, narrative-rich, and driven by human interaction—not documentation alone.
The Seven Rules perfectly support this mindset:
– They embrace complexity.
– They focus on people, not processes.
– They empower learning through interaction and reflection.
– They honour lived experience and the importance of trust in sharing knowledge.
How PDCA’s Coaching, Consulting, and Knowledge Consulting Improve Your Knowledge Management
At PDCA, we understand that improving knowledge management isn’t about installing a tool or writing another manual—it’s about changing how people engage, learn, and collaborate.
Our KM coaching, consulting, and training services are designed to help organisations:
– Build a knowledge-sharing culture that reflects the Seven Rules.
– Facilitate storytelling, reflection, and experiential learning.
– Align KM efforts with Industry 5.0 principles and service management best practices.
– Develop leadership and team capabilities that invite knowledge to emerge.
Whether you’re designing a KM strategy from scratch or evolving an existing system, PDCA can help you move from theory to practice—where knowledge truly becomes a competitive advantage.
Conclusion: Time to Rethink Knowledge
SECI may have set the stage, but the Seven Rules of Knowledge Management carry us forward into the complex, human-centric world of Industry 5.0. If you’re serious about creating real value from human-centric knowledge management, it’s time to shift from codifying to connecting, from extracting to enabling. And PDCA Consulting is here to help you do just that.
To find out more about PDCA Consulting’s expert consulting services either:
- Complete the contact form
- Contact via Linkedin
- Call +49 172 579 4719
