When I teach, I like to talk about knowledge and wisdom and the value that they bring to the organizational table. A lot of the time people give me a quizzical look, Knowledge? Wisdom? Where is this conversation going? I ask people how they capture the knowledge or do they even capture the knowledge that is gained when they develop a new service, application or when some new technology is introduced into their live environment. Although what we deliver can sometimes be intangible (availability, capacity, security) it is very complex and can take years to build up the know-how on how to deliver these elements and continually meet the changing needs of our customers. However you need knowledge, born from experience, to solve problems, to always improve, to use your wisdom to answer the question of why should we make one choice over another? Like any other organization we must brand the product we deliver. This brand will then garner a reputation; the reputation will be b