Five lessons from WEICK KE (2007)THE GENERATIVE PROPERTIES OF RICHNESS Academy of Management Journal 2007, Vol. 50, No. 1, 14–19.

1. locate the scene deep inside one’s own head, catch the significance of the scene, use that significance to reanimate analysis

2. a head full of theories … increases requisite variety

3. what events mean, what is significant in their unfolding, may become clearer when compared with other events

4. Clifford Geertz said, “Social scientists are professional second guessers”

5. ‘In my own theorizing I often try to say things without using the verb to be.’


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