Sensemaking tends to be swift, which means we are more likely to see products than processes. - Karl E. Weick

Campbell (1979) has shown how the learning theory developed in the tight research group surrounding Kenneth Spence was less powerful than the learning theory developed within the much looser group surrounding Edward Tolman. These differences are explained in part by the relative ease people in Tolman's group had evaluating and changing ideas without regard for the effect of these changes on their reputations and the relative difficulty people in Spence's group had when they tried to do the same thing.

Action often creates the orderly relations that originally were mere presumptions summarized in a cause map. Thus language trappings of organizations such as strategic plans are important components in the process of creating order. They hold events together long enough and tightly enough in people's heads so that they act in the belief that their actions will be influential and make sense.

That’s what this entire book is about. The basic recipe coordinates with organizing in the way outlined in Figure 5.3 (saying = enactment, selection = seeing what I say, retention = knowledge of what I said). The organism or group enacts equivocal raw talk, the talk is viewed retrospectively, sense is made of it, and this sense is then stored as knowledge in the retention process. The aim of each process has been to reduce equivocality and to get some idea of what has occurred.