The W. Edwards Deming Institute
10th Annual Research Seminar

Abstract for

“How to Catch Profound Knowledge”

Presented by
Cyndi Crother, Ph.D.

“The prevailing system of management has crushed fun out of the workplace….”
W. Edwards Deming (1900 - 1993)

Dr. W. Edwards Deming spent a major portion of his lifetime challenging people to perceive new meaning to their lives and events in their lives, and create new meanings to interactions between people. For this to occur, one must first experience a transformation of self. Transformation from understanding Dr. Deming’s system of profound knowledge leads to the applications of its principles in one’s life and work. As a result, transformation from the prevailing style of management to one of optimization—and fun—is possible.

The intent of this paper is to address the parallels of the system of profound knowledge with one distinct company’s ability to nurture and sustain a healthy work environment. While the World Famous Pike Place Fish Market in Seattle, Washington may be known for their high-energy, fish-flying antics, they are less known for their underlying guiding principles—the principles behind the fun. This paper and presentation addresses Pike Place Fish Market’s practices that support Dr. Deming’s four integrated elements of profound knowledge including an appreciation for a system, knowledge about variation, theory of knowledge, and psychology.

Dr. Cyndi Crother
Author of Catch! A Fishmonger’s Guide to Greatness,
Assistant Professor
Industrial Technology Department
College of Business
California Polytechnic State University, San Luis Obispo
San Luis Obispo. CA 93407
805-788-0847 (phone)
805-756-6111 (fax)
ccrother@calpoly.edu
Cyndilou@charter.net