Socrates as a Service

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I’m a journalist and a communications expert. My job, in both roles, is to find ideas that people haven’t yet put into words—the anecdote that could become a front-page story, the framing that could crystallize a founder’s philosophy into something a customer remembers.

In an hour interview with someone, it might not be until minute 45 that we start getting into the good stuff. In two hours, there may only be one thing that stands out to me—a side story, a detail, some color. A little piece of gold dust. An investor I’ve worked closely with calls these “extraction sessions.” I call the people who do them well Socrates-as-a-service.

Those details and stories aren’t on the internet. They’re not in any model. And the model hasn’t replicated yet how I pull them out of people. The gap between what AI can do and what a great human questioner can surface is still wide—and it’s the gap where the best stories live. If you don’t have some way to surface that information in your organization, your brand and messaging are going to sound like all the other twice-boiled content out there.

Osakan bread and the wisdom within

The stuff that I’m looking for has a name in management theory: “tacit knowledge.” The term comes from scientist and philosopher Michael Polanyi, who defined it with the phrase, “We can know more than we can tell.” It’s the expertise and intuition that lives in our bodies and resists being turned into a document.

In a frequently cited 1991 article, Japanese management expert Ikujiro Nonaka argued that while Western companies excelled at “information processing,” Japanese companies specialized in the “creation of knowledge,” through a feedback loop that turned tacit knowledge into a competitive advantage. His most memorable example: In the 1980s, the Osaka-based Matsushita Electric Company was struggling to get the kneading right in a bread machine. They sent a software developer to apprentice with a baker at a local hotel famous for its luscious loaves. The knowledge she brought back helped the team perfect the dough-stretching technology inside the machine and ultimately create a top-selling device.

I am sure that the lucky engineer asked the baker a lot of questions, but there was certainly a lot she absorbed just from watching. Indeed, Polanyi argued that tacit knowledge exists outside of numbers or symbolic language—the kind of systemization that AI requires to ingest information.

Many “bakers” from whom we try to extract tacit knowledge often don’t even know the depth of expertise they carry. And they certainly couldn’t tell you what questions you need to ask to access it.

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