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This session will be dedicated to the possibility that a professional organization can be run more effectively when it realizes that it primary output is knowledge. Creating such an organization is hard work and not for everyone. It requires us to think differently than we have in the past about what it is that we do. You are hereby invited to open a dialogue on a different model for creating and capturing value in any organization. We will explore two business models. We will also begin a conversation about the four transformations that need to occur in order for you to make the transition successfully.