One can even go beyond know-what into know-whether. This involves the evaluative structure of the human mind which enables us to make decisions and c… - Kenneth E. Boulding

It is important to realize that the exercise of any skill depends on the ability to create an abstract system of some kind out of the totality of the world around us. For instance, the carpenter is not interested in wood as a biological or chemical entity. He is sensitive to many of its grosser physical properties but not to many subtler ones. The wood of a carpenter is not the real — that is, the complete substance — but merely wood as a material on which the carpenter can exercise his skill.

If a totally new image is to come into being however, there must be sensitivity to internal messages, the image itself must be sensitive to change, must be unstable, and it must include a value image which places high value on trials, experiments, and the trying of new things.

The basic bond of any society, culture, subculture, or organization is 'a public image.