What do people know about an organization?

The heat was on in Pittsburgh. Somewhere on the university campus, five students stared at thousands of pages of mailing rules and standards. The book stared back. Instead of an internship in a fancy design consultancy, they had decided to earn some money working on a rather unusual project. ‘What is our task here?’ challenged their professor. The task was to find a new organizing principle that would help the Postal Service to re-orient itself around people.