Sensemaking
We live in a world of relentless change …
we are inundated with information about change in the environment …
In the face of so much change and so much information about change:
•  What do we pay attention to?
•  What is the information we are looking at trying to tell us?
•  What does it all mean for us as an organization?
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Sensemaking
One view:
We collect detailed information about the environment,
read the signals carefully, analyze the information objectively,
and arrive at an accurate picture of what is going on.
Another view:
We notice information selectively, attend to some messages
while ignoring others, interpet the information subjectively, and
arrive at a good enough, plausible picture of what is going on.
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Sensemaking Recipe
(Weick 1979: Weick,Sutcliffe & Obtsfeld 2005)"
ENVIRONMENTAL
CHANGE
ENACTMENT
SELECTION
Inputs
Enactment
Selection
Retention
RETENTION
Processes
Outputs
Raw data from the
environment
•  Bracket raw data
•  Act or create features
in the environment to
attend to
Equivocal data as raw
data for sensemaking
Equivocal data from
enactment process
Enacted interpretations
that worked before
Select plausible
interpretation based on
“best-fit” with past
understandings
Enacted or meaningful
environment
Enacted environment
from selection process
Store enacted
environment as product
of successful sensemaking
Enacted interpretations
for use in future ESR
sequences
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Sensemaking Recipe
ENVIRONMENTAL
CHANGE
“83% of people file
their tax forms;
17% do not.”
“83% of people file
their tax forms;
17% do not.”
ENACTMENT
17% do not file.
SELECTION
A lot of people don’t
pay their taxes.
People won’t pay
unless we come
down hard on them.
A lot of people are
dishonest scofflaws.
Create a special
collection agency.
83% do file.
Most people file
their taxes.
People will pay if
we make it easy for
them.
Most people are
honest, law-abiding.
Simplify the
collection process.
RETENTION
People cannot be
trusted:
“Law and order”
People can be
trusted:
“Make it simple”
(Belastingdienst, Dutch Tax & Customs Administration
Leonard & Swap 1999; Argyris 1982)
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Sensemaking Example: KinderCare Learning Centers
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Sensemaking Example: KinderCare Business Idea Cause Map
(van der Heijden 1996)
Professional,
Management,
Financial Resources
Land/Buildings
Retention of
Ex-teachers
Innovative
Child Care
Teacher
Satisfaction
Revenue
Pay for
Service
Parents’
Good Feelings
Reputation
Working
Parents
Parents’
Financial Resources
Bracketing –> Labeling –> Connecting –> Sensemaking
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3
Sensemaking Modes
(Weick 1995; 2001)"
Belief-driven processes
Expecting
Growing meaning by
connecting the similar
Action-driven processes
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Sensemaking Modes
(Weick 1995; 2001)"
Belief-driven processes
Arguing
Growing meaning by
connecting the contradictory
Expecting
Growing meaning by
connecting the similar
Action-driven processes
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4
Intel Exiting the Memory Market
In Nov 1984 Intel decided to exit the computer memory market.
Intel gave up the belief that it had to offer a full line of memory chips,
microprocessors, and related products to remain competitive.
Andrew Grove: "constructive confrontation" …
"ferocious arguing with one another while remaining friends”
about different interpretations of the information they were getting.
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Sensemaking Modes
(Weick 1995; 2001)"
Belief-driven processes
Action-driven processes
Arguing
Growing meaning by
connecting the contradictory
Expecting
Growing meaning by
connecting the similar
Committing
Creating meaning to justify
actions high in choice,
visibility, and irrevocability
Enacting
(Manipulating)
Creating meaning to explain
actions taken to make things
happen
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5
•  Organize workshops, seminars
•  Hold town hall meetings
Enacting the
Environment
•  Distribute papers for discussion
•  Propose draft standards or policies
•  Form consortia, partnerships
•  Introduce new features or services
•  Introduce ideas on social media
•  et cetera …
- 12 -
Enacting the
Environment
- 13 -
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- 14 -
Sensemaking Summary
Process
Modes
Environmental change
Enactment, selection, retention
Enacted interpretations
•  Belief-driven processes
“Looking backward”:
Retrospective sensemaking
•  Action-driven processes
Beliefs
Enactments
Interpretations
SENSEMAKING
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Sensemaking Activity
Draw a picture of the scene described by the text below.
If the balloons popped the sound wouldn't be able to carry since
everything would be too far away from the correct floor. A closed
window would also prevent the sound from carrying, since most
buildings tend to be well insulated. Since the whole operation depends
upon a steady flow of electricity, a break in the middle of the wire
would also cause problems. Of course, the fellow could shout, but the
human voice is not loud enough to carry that far. An additional
problem is that a string could break on the instrument. Then there
could be no accompaniment to the message. It is clear that the best
situation would involve less distance. Then there would be fewer
potential problems. With face to face contact, the least number of
things could go wrong.
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4 Types of Information Needs"
Information"
Sensemaking
Frames"
Lack of ..."
Uncertainty"
Ambiguity"
… Seek Information"
Abundance of ..."
Overload"
Equivocality"
… Select Information"
(Adapted from Zack 1999)"
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