chapter  10
16 Pages


ByJonathan David Lewis

Bertram Thomas, one of the greatest explorers of the Arabian Desert, was in awe of his Bedouin companion's deep knowledge of the wilderness. To get to the right information and thrive in the wilderness, business leaders need deep knowledge, curated knowledge, and connected knowledge. Historically, a curator—one who has a caretaking role at a museum—was in charge of sifting through enormous numbers of artifacts and pieces of art and selecting which pieces would be presented and how they would be displayed. Curators bring order from chaos. They look for signal in noise and understand how to present it to the world. Mark Parker underscored Nike's commitment to connection in uncertainty, saying, the biggest sources of opportunity are collaboration and partnership. Competitive advantage for modern brands is less about the ability to do everything and more about the ability to connect to doers.