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Knowing vs. Knowing

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They’re vastly different things.

The ancient Greeks had two distinctly different words for knowledge. One of them is good for business owners, the other one, not so much.

A Tale of Two Words
Gnosis is the ancient Greek word for “knowledge of the head” – 2+2=4. The sky is blue. Gravity sucks. Plants need water. All good stuff to know, but not nearly as powerful as the other kind of knowledge.

Epignosis is the ancient Greek word for “knowledge of the heart/life”. This is voodoo of a different kind and is much more valuable to the business owner. Epignosis is not something you know to be a fact, that can sit in your head unused for decades. Epignosis is applied knowledge. It’s knowledge that directly affects the way you live and act every day. You don’t know it, you do it.

As a business owner we know things with our head that are interesting, fascinating, boring, essential (profit is good, loss is bad), and some of it very complex. We love complex knowledge – understanding markets, watching trends, researching possible products and services – because it all takes a lot of time to learn and makes us feel smart. Even other people are impressed when we talk from our head knowledge about these things.

Get Real
But Epignosis, knowledge of the life, is a special thing and should be cherished by business owners. It is that knowledge on which we act and build a business. Things like calling people because we “know” if we do, some will buy. Or building connections with strategic alliance partners because we “know” they can rain on us for decades with clients. Or getting out of our office and serving our clients or other business owners because we “know” that helping others get to their goals ensures our own success.

We know that we have Epignosis about something because it affects the way we do things. Gnosis is only about what we know in our heads, but Epignosis goes to the very heart of what we BELIEVE (more on that next week), and it is our beliefs that determine our actions. If I believe bicycling will make me fit, I will do it regularly, not think about it. It’s true Epignosis.

I Say Tom-ay-to, You Say Tom-ah-to
The problem is that we get the two confused all the time. We think that knowing something with our heads (I will be successful if I make those phone calls) is somehow valuable. But knowledge of the head is only valuable when it comes out our hands as knowledge of the life.

Successful business owners have a special relationship with life-knowledge, Epignosis. They go looking for the kind of knowledge that can be immediately translated into action that builds their business. Those that struggle are much more inclined to research, think, strategize, analyze, postulate and theorize. That kind of Gnosis may be very satisfying and impressive, but it will leave you poor. When it comes to Gnosis, the old adage, “Knowledge is power”, is wrong. If knowledge (Gnosis) were power, librarians would rule the world.

In Your Head, Out Your Hands
Life-knowledge makes us do something, not think something. It is at the core of Conation – Committed Movement in a Purposeful Direction (CMPD). Conation is the most important business word you’ve never heard because we live in a world ruled by Cognitives, Thinkers – Gnostics who loving knowing but not doing.

Want to be successful? Fall in love with Epignosis. Every time something goes in your head, figure out how it can come out your hands to help you build a better business. Translate Gnosis into Epignosis – it’s a great way to build a business. Stop thinking. Get moving.

Why shelf-help books only help your shelf

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Expert-itis & Other Diseases

“That book was great! You should read it.”

Beware the pursuit of knowledge.

The great majority of business books (and other non-fiction) are really just “shelf-help” books. They help your shelf look better. But they don’t change anything. Why?

I get a lot of business book recommendations from people. When I do, I usually ask them how they have used the book to push their business and/or their own life forward. What I’m really asking is, “Did this book transform something, anything, or was it just intellectually stimulating without changing anything?”

Head vs. Heart
We’re addicted to intellectual knowledge, which is only one of the two kinds of knowledge we find in most dictionary definitions of knowledge:
1) Intellectual knowledge – knowledge of the head.
2) Life/experience knowledge – knowledge of the heart.

The ancient Greeks had two words for knowledge:
1) Gnosis knowledge of the head – the pursuit of information
2) Epignosis – knowledge of the heart – the pursuit of transformation

Too many books are based in gnosis, which, by itself, does nothing to make us successful. The reason we’re addicted to gnosis, is that head knowledge makes me “feel” more equipped to deal with my business, without having to actually do or change anything. It’s cost-free.

Consumers flock to the 3-easy step diets, the magical-millionaire website promises and the business book that claims it will get you a 4-hour work week. Educational institutions are the worst perpetrators of this lie – you’ll be richer tomorrow because you know more (gnosis).

Most seminar leaders know you will pay more for a seminar with a 3″ binder and 6 CDs than a simpler one that will change your life.

The Trenches of Transformation
The best business books aren’t informational, but transformational. Very few come from the trenches of transformation, where someone took big risks, put themselves out there, worked hard, sweated through it, and lived to write about it. I pay a lot more attention to people who have done what they are asking me to do, who are sharing from their experience, not from their head knowledge.

When I was in my early 20’s people told me I should be writing books. As I was formulating my first book of knowledge created in the ivory tower of my mind, I met a guy who had written a successful book when he was in his late-20s. He told me he had learned so much through experience that he realized his book was a load of hooey. But since it was in print, he would live with that mistake the rest of his life.

After that meeting I vowed to not write until I had experienced transformation and knew with my life (epignosis) that it could transform others, too. As a result, I didn’t publish my first book until I was 56. The most gratisfying thing about that book – it was named #1 Business Book of the Year not for volume of sales, but “for impact”. And people who read it don’t say, “that was interesting”, but “that changed the way I do business.”

Stay Away from Gurus and Experts
Research shows most people don’t get past page 18 of every book they buy. That makes perfect sense to me because we are not naturally cognitive, we are naturally intuitive, and we know in our hearts that the “3-easy steps” book we bought won’t give us the success it promised.

Are you reading shelf-help books or transformational books? Please recommend your transformational books to others here – thanks!

Why You Didn’t Learn to Run a Business in School

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“The intuitive mind is a sacred gift and the rational mind is a faithful servant. We have created a society that honors the servant and has forgotten the gift.” ~Albert Einstein

Centuries of academic emphasis on “teaching” (which fills our heads) instead of on learning (which fills our lives) has left us more proud of our ability to reason than of our ability to know. Knowing flows from learning, which goes to our heart and our life. Reason flows from teaching, which goes to our head.

We’re taught not to know, to not be certain of anything. Knowing is, in fact considered narrow-minded, arrogant, and dangerous. Reasoning is considered open-minded and allows us to fool ourselves into doing nothing for extended periods of time because we are “thinking about it”. Intuition is considered foolish, dangerous, reckless and knee-jerk, while rationality is considered wise, safe, sensible and measured. Apparently one of the greatest thinkers in modern times, Einstein disagrees. So do I, and I’m no Einstein.

The ancient Greeks had two words for knowledge; Gnosis – knowledge of the head, and Epignosis – knowledge of the heart/life. A friend of mine, Doug Root, had a conversation with someone recently who rewound the well worn tape, “Knowledge is power”, which really means “head knowledge is power”. Doug’s intuitive response was dead on, “That can’t be true, because if knowledge was power, librarians would rule the world. Knowledge isn’t power, execution is power.”

Teaching comes in a classroom from books and much too often, from people who have experienced very little of what they are filling other’s heads with. Teaching is about information that goes into my head.

Learning comes from doing, from the classroom of life, and from people who have walked that road before you. Learning is about knowledge that comes out through my life. Knowledge of the heart and life comes from intuitive and conative experience (see last week’s blog on Conation – The Most Important Business Word You’ve Never Heard), and forms the basis for wisdom. Knowledge of the head comes from cognative and rational teaching, and forms the basis for expertise.

Which would you rather have help you with your business, someone with expertise or someone with wisdom? I want the guy who has lived it, bled from their mistakes, rejoiced in their victories and has truly “learned”, not just been educated.

With all the emphasis on teaching, education, reason, rational thought, information and “open-mindedness”, I can tell you as someone who has walked the road and bled from my mistakes, if you want a successful business, you can’t afford to rely on the rational mind. You must DO things first (conate), learn things in the real world (make mistakes), draw conclusions from your experiences (have a bad plan you are totally committed to), and know for certain what works and where you are going – which is knowledge of the heart/life.

The really successful business owners all have a few things they know for certain and are fully committed to. They aren’t open-minded about these things at all, and that knowledge comes out in their successful businesses, not in a 3” binder gathering dust beside their “shelf-help” books.

What do you really “KNOW”; what have you DONE, EXPERIENCED, AND LEARNED from that are making you wise in the ways of business?

Stop trying to become an expert. Expertise will only confuse you, because there is no end to the head-knowledge you could gather. And in the business world, confusion is just a form of victimology; “As long as I’m confused or don’t have all the information, I’m not responsible to do anything.” The endless pursuit of information will not get you there.

You don’t need to be dead certain of a lot of things. That mindset can keep you from learning other things you’ll need to know. But you do need to be dead certain of a few things that no one can talk you out of, that drive your business forward with clarity, hope and risk.

Where is your business going? What does it look like when you get there? Intuitively, what do the next few steps look like? Are you completely and totally committed to a very few things that are driving you relentlessly forward? He who aims at nothing hits it every time. What are you shooting at?

“In times of change, learners inherit the earth, while the learned find themselves beautifully equipped to deal with a world that no longer exists.” Eric Hover

Learn a few things by doing them and living them out and use them to build a successful business. Honor the gift by moving forward intuitively and use the servant of rationality to learn from those experiences. You’ll make more money in less time.