Organizations invest heavily in formal knowledge-sharing methods. Yet many of the most valuable insights spread through informal conversation. By creating the conditions for people to meet, talk, and exchange ideas, we increase the chances that knowledge finds the person who needs it, when they need it.
We often assume that knowledge spreads best through formal channels. We create training programmes, publish documents, build knowledge bases, and schedule presentations. All of these have their place, but they are only part of the picture.
Much of what we really know is shared in conversation.
A passing remark over coffee. A question asked after a meeting. An unexpected discussion between people from different teams. These are often the moments when a useful idea connects with a real problem.
Knowledge rarely moves in a straight line. It spreads through networks of relationships and conversations. The more opportunities people have to interact across teams, disciplines, and levels within an organization, the more likely valuable knowledge will reach the people who can use it.
This idea has echoes of James G. March’s Garbage Can Model
of organizational decision-making. Under conditions of uncertainty, problems, solutions, people, and opportunities often come together in ways that cannot be planned in advance. Chance plays a larger role than we sometimes like to admit.
Creating the Conditions for Serendipity
Good management cannot create serendipity on demand, but it can make it more likely. It can create opportunities for people to meet, encourage curiosity, make it safe to ask questions, and leave enough space for conversation rather than filling every minute with planned activity.
Artificial Intelligence is a particularly good example. The technology is developing so quickly that no single person can keep up. Most of us learn about new tools, useful prompts, unexpected applications, and practical limitations from colleagues rather than from formal training. One person’s small discovery can solve another person’s immediate problem, but only if the conversation happens.Creating More Opportunities for Conversation
If valuable knowledge often spreads through unexpected conversations, the obvious question is how organizations can create more opportunities for those conversations to happen.
The answer is probably less about introducing new Knowledge Management systems and more about paying attention to the everyday conversational life of the organization. Do people from different teams regularly meet? Is there time for informal discussion before and after meetings? Are new joiners quickly connected to networks beyond their immediate colleagues? Are people encouraged to ask questions, share half-formed ideas, and admit what they do not know?
Some organizations deliberately create these opportunities through communities of practice, cross-functional projects, lunch-and-learn sessions, or simple conversation spaces. A Knowledge Café, for example, brings people together to explore a topic such as AI, not to reach a decision or produce a report, but to share experiences, ask questions, and think together. These conversations are planned, but what emerges from them is not. Their purpose is not to control the outcome but to increase the likelihood that people, ideas, and problems will connect in useful ways.
Way-Shaping Rather Than Directing
This is where the idea of way-shaping becomes important. Rather than trying to direct how knowledge should flow, conversational leaders shape the conditions in which knowledge can flow more naturally. They pay attention to relationships, trust, curiosity, diversity of connections, and opportunities for people to interact across organizational boundaries.
None of this guarantees that a valuable conversation will happen. Serendipity cannot be managed. But it can be made more likely. By shaping the environment rather than directing the outcome, organizations increase the chances that the right conversation will happen at the right moment between the right people. That is where some of an organization’s most valuable learning takes place.
, who wondered whether AI knowledge spreads primarily through random interactions and asked how organizations might create more opportunities for it.If we want knowledge to flow more freely, we should spend less time trying to control it and more time shaping the conditions in which good conversations can happen. We cannot plan every valuable exchange, but we can make it far more likely that the right people meet, talk, and learn from one another.
(Public Domain)In-person, 7–11 September 2026
Warbrook House, Hampshire, UK
We are living and working in conditions of uncertainty, complexity, and rapid change. This week-long workshop with David Gurteen and John Hovell offers a space to practise Conversational Leadership as a shared, lived experience.