The document discusses concepts related to knowledge, tools, technology, algorithms, and decision making. It provides definitions for these terms and contrasts the focus of knowledge (human-centered and intuitive) versus data/decisions (machine-focused and efficient). Roger Martin's knowledge funnel is described as a process moving from exploration to established solutions. The distinction is made between choices, which rely on human values, and decisions, which focus on outcomes and performance.

1. Knowledge
Embedding Logic

2. Knowledge
Innovation
Creativity
Strategy
Interface
Intelligence
Key Ideas
Why do we use (need) CAD?
Knowledge vs Data
Decision vs Choices
Technopoly & Intellectual Tools

3. Technology 1) the use of science in
industry, engineering, etc., to invent useful
things or to solve problems 2) a machine,
piece of equipment, method, etc., that is
created by technology https://www.merriam-
webster.com/dictionary/technology
Tool 1) A handheld device that aids in
accomplishing a task 2) something (such as
an instrument or apparatus) used in
performing an operation or necessary in the
practice of a vocation or profession.
https://www.merriam-webster.com/dictionary/tool
Information Technology the
technology involving the development,
maintenance, and use of computer systems,
software, and networks for the processing
and distribution of data. https://www.merriam-
webster.com/dictionary/information%20technology
Definitions

4. Data 1) facts or information used usually to calculate, analyze, or plan
something. 2) factual information (such as measurements or statistics) used
as a basis for reasoning, discussion, or calculation.
https://www.merriam-webster.com/dictionary/data
Information 1) knowledge obtained from investigation, study, or
instruction 2) the communication or reception of knowledge or intelligence.
https://www.merriam-webster.com/dictionary/information
Knowledge information, understanding, or skill that you get
from experience or education 2) the sum of what is known : the body
of truth, information, and principles acquired by humankind.
https://www.merriam-webster.com/dictionary/knowledge
Wisdom 1) knowledge that is gained by having many experiences in
life 2) knowledge of what is proper or reasonable 3) good sense, generally
accepted belief. https://www.merriam-webster.com/dictionary/knowledge

5. Computer Programis a sequence
of instructions in a programming language
that a computer can execute or interpret; A
computer program in its human-readable
form is called source code. Source code
needs another computer program to execute
because computers can only execute their
native machine instructions.
https://en.wikipedia.org/wiki/Computer_pro
gram
Machine a tool containing one or more
parts that uses energy to perform an intended
action. Machines are usually powered by
mechanical, chemical, thermal, or electrical
means, and are often motorized. Historically, a
power tool also required moving parts to classify
as a machine. However, the advent of electronics
has led to the development of power tools
without moving parts that are considered
machines.
https://en.wikipedia.org/wiki/Machine
Computer is a machine that can be
programmed to carry out sequences of arithmetic
or logical operations automatically;
Conventionally, a modern computer consists of at
least one processing element, typically a central
processing unit (CPU) in the form of a
microprocessor, along with some type of
computer memory, typically semiconductor
memory chips.
https://en.wikipedia.org/wiki/Computer

6. Algorithm
Heuristics
Machines
Tools
Choices Decisions
Learning Programming

7. Unique & Manual
(Choice)
Uniform & Automated
(Decision)
Algorithm
1) An effective method expressed as a finite list of well-defined
instructions for calculating a function. Starting from an initial state
and initial input (perhaps empty), the instructions describe a
computation that, when executed, proceeds through a finite
number of well-defined successive states, eventually producing
"output“ http://en.wikipedia.org/wiki/Algorithm#Informal_definition
2) Procedure that produces the answer to a question or the
solution to a problem in a finite number of steps. http://www.merriam-
webster.com/dictionary/algorithm
Heuristic
Refers to experience-based techniques for problem
solving, learning, and discovery that give a solution which
is not guaranteed to be optimal (i.e. “rule of thumb”) in
more precise terms, heuristics are strategies using readily
accessible, though loosely applicable, information to
control problem solving in human beings and machines.
http://en.wikipedia.org/wiki/Heuristic

8. Complex
Simplified

9. Alan Turing was a British pioneering computer scientist, mathematician, logician, cryptanalyst and
theoretical biologist. Turing reformulated arithmetic-based formal language with simpler hypothetical devices
that became known as Turing Machines1. He proved that this device would be capable of performing any
conceivable mathematical computation if it were representable as an algorithm.
Turing's abstract Universal Machine2 of 1936, consists of a limitless memory, in which both data and
instructions are stored, and a scanner moves back and forth, reading what it finds and writing further
symbols. By inserting different programs into the memory, the machine is made to carry out different
computations. The Turing machine can be programmed to carry out any calculation that could be performed
by a 'human computer‘, in this case a clerk who works in accordance with any set of written procedures.
Video: Turing's Idea 29:32 - 39:43 (10:00) This video shows how Alan Turing developed the underlying
idea for all computers by converting information into a program. http://dai.ly/xw5f9l?start=1773
1) https://en.wikipedia.org/wiki/Alan_Turing#University_and_work_on_computability 2) http://www.rutherfordjournal.org/article040101.html#chapter01
3) https://en.wikipedia.org/wiki/Claude_Shannon
Claude Shannon is known for founding digital circuit design theory in 1937, when, as a 21-year-old
master's degree student at the Massachusetts Institute of Technology (MIT), he wrote his thesis demonstrating
that electrical applications of Boolean algebra could construct any logical, numerical relationship
Shannon proved that switching circuits could be used to simplify the arrangement of the electromechanical could
also solve all problems that Boolean algebra could solve. Shannon's work became the foundation of digital circuit
design, as it became widely known in the electrical engineering community during and after World War II. The
theoretical rigor of Shannon's work superseded the ad hoc methods that had prevailed previously. Howard
Gardner called Shannon's thesis "possibly the most important, and also the most noted, master's thesis of the
century3;
Video: Shannon Numbers 40:00 - 51:00 (6:10) Shows the ground-breaking ideas behind the origin
encoding analog data into a code of binary digit, also known as bits. http://dai.ly/xw5f9l?start=2430

10. Creativity or Efficiency
In the Design of Business, Martin poses the idea that
there are currently two forms of thinking used by
corporations: Analytical thinking is driven by
a quantitative process (based on inductive and deductive
logic) and standardizing steps to eliminate
judgment, bias, and variation. Intuitive Thinking focuses
more on an instinct to drive creativity and innovation.
According to Martin, Design Thinking is defined as
combining empathy for the context of a problem,
creativity in the generation of insights and solutions, and
rationality in analyzing and fitting various solutions to
the problem context.
Design thinking encourages divergent thinking and the
ability to offer different, unique or variant ideas
adherent to one theme, while convergent thinking is the
ability to find the "correct" solution to the given
problem.
The diagrams on the right illustrate Martin’s concepts.
Note how once side emphasizes intuition and creativity
while the other focuses on analysis and efficiency.
Intuition
Creativity
Choices
Analysis
Efficiency
Decisions
Intuitive
Thinking
The “Double Diamond”
Analytical
Thinking
validity reliability

11. Concept Diverge (Ideate) Converge (Prototype)

12. Knowledge Funnel
Roger Martin was Dean of the Rotman School
of Management at the University of Toronto
from 1998 to 2013 and an author of several
business books.
Martin introduces the idea of a Knowledge
Funnel as the process followed by leading
businesses to encode knowledge more
consistently and successfully. Martin’s funnel
has three stages:
• Mystery stage comprises the exploration
of the problem, no clear path is apparent,
all options are valid.
• Heuristic where a rule of thumb is
generated to narrow work to a
manageable size.
• Algorithm the heuristic is defined and
converted into to a system or formula,
taking the problem from complexity to
simplicity.
Knowledge Funnel (Roger Martin)
Algorithm
Efficiency of
Fast Food
Heuristic
Design of a
Restaurant
Mystery
Art of Cooking
Knowledge
Information
Data

13. Knowledge Humans Choices
Information Tools Pathways
Data Machines Decisions
More Complex Difficult Problems
More Simple Well-Defined Solutions

14. Mystery Heuristic Algorithm
Knowledge Information Data

15. Decision vs Choice
“A decision is defined as a conclusion or resolution reached
after consideration and choice is an act of selecting or
making a decision when faced with two or more
possibilities” The Russell Consulting Group
http://www.trcgconsulting.com/blog/choice-vs-decision-is-there-a-difference
“This is the core distinction between choice and decision.
Choice connects to the place of desired intention, values
and beliefs. Decision connects to the place of behavior,
performance and consequences. You might say that choices
are connected to reasons and decisions are connected to
causes”. Svetlana Whitener
https://www.forbes.com/sites/forbescoachescouncil/2017/05/19/the-difference-
between-making-a-choice-and-a-decision/?sh=50355d1f4b7a
Intellectual Technologies
“As we use what the sociologist Daniel Bell has called our
“intellectual technologies”—the tools that extend our
mental rather than our physical capacities—we inevitably
begin to take on the qualities of those technologies…The
idea that our minds should operate as high-speed data-
processing machines is not only built into the workings of
the Internet, it is the network’s reigning business model as
well.” Nicholas Carr
https://www.creativitypost.com/article/is_google_making_us_stupid_what_inter
net_is_doing_to_our_brains
https://www.getstoryshots.com/books/the-shallows-summary/

16. Human Focus: Embedded knowledge, requires
human interpretation, emphasis on creativity,
validity & Intuition
Choice (Heuristic)
Machine Focus: Part of a larger system or assembly,
requires execution without Interpretation, emphasis
on simplicity, precision, efficiency & reliability
Decision (Algorithm)

17. Tools, Technocracy & Technopoly
Postman characterizes a technocracy as compelled by the "impulse to
invent. By contrast, he sees Technopoly as a society “which believes the
primary, if not the only, goal of human labor and thought is efficiency,
that technical calculation is in all respects superior to human judgment
... and that the affairs of citizens are best guided and conducted by
experts.“ Neil Postman: Technopoly, The surrender of culture to
Technology https://en.wikipedia.org/wiki/Technopoly
Information Glut
Neil Postman (was an American author, educator, media theorist and
cultural critic. Postman argued that by expressing ideas through visual
imagery, television reduces politics, news, history, and other serious topics
to entertainment. He worried that culture would decline if the people
became an audience and their public business a "vaudeville act." Neil
Postman: Amusing ourselves to death https://en.wikipedia.org/wiki/Neil_Postman
The Judgement of Thamus
This is a story told by Plato, where the great king Thamus judges the
inventions of Theuth, the god of invention. In the story Thamus believes
“writing will be a burden on society and nothing but a burden. Postman
reminds readers that society has benefitted quite obviously and
considerably from writing but “every technology is both a burden and a
blessing” and we should note not only see the benefit caused by
technological change but also its the deficiencies Neil Postman:
Technopoly, The surrender of culture to Technology
https://rws511.pbworks.com/w/file/fetch/68739355/Postman_thamus.pdf
https://commonpursuits.com/towards-technopoly-thamus/

18. Play Failure: Mooney’s Bay
https://www.toronto.com/news-story/6690108-attempt-to-put-mooney-s-bay-
playground-project-on-hold-fails-to-get-any-traction-at-council/
https://www.cbc.ca/news/canada/ottawa/mooney-s-bay-playground-ottawa-
auditor-general-1.4172834

19. Knowledge Funnel Key Players & Drivers
Data
Analytical, rules, efficiency
Manager
Information
Grounded, pragmatic
Planner
Knowledge
Imaginary, visionary, intuitive
Visionary
Play Failure: Mooney’s Bay

20. What the City Wants
Manager
What Adults want
Planner
What Kids want
Visionary
Play Failure: Mooney’s Bay

21. Visionary
Planner Manager
Planner
Manager
Visionary
Manager
Visionary
Planner
Mystery Heuristic Algorithm
Play Failure: Mooney’s Bay

22. Vision
Manager
Planner
Mystery Algorithm
Heuristic
Play Failure: Mooney’s Bay

23. Exploration
Gamma
Photoshop
Clip Studio
Hit Film Express
3DStudio
Rhino
Catia
Solidworks
AutoCad
Keyshot
Illustrator
Sculpt GL
Geomatics
Creativity
Manager
Planner
Visionary
Choices
Precision
Efficiency Decisions
Complexity
Simplicity