Ethnographers in corporations contribute a unique way of knowing about the world to their organizations. An ethnographic way of knowing requires listening to people as they share stories of their personal experiences, their feelings, and the deeply personal meanings they perceive and create in all aspects of their lives. In our work, as members of a team researching technology opportunities, we typically focus on identifying customer needs in workplace environments. Based on these findings, we create working prototypes, introduce those prototypes into our research subjects' work environments, and measure how valuable those prototypes are for our subjects. Projects following this research design, which our team has refined over more than 25 project cycles, typically require six months to complete.In 2009, for largely incidental reasons, we attempted an exploratory project that involved abandoning the prototyping and measuring stages and embracing a more lightweight, ethnographycentered approach. As a consequence, we ended up having what were, for us, some novel experiences that resulted in nothing less than a rethinking of our position in our global organization, and of our relationship with strategy in that organization. This paper begins by describing that project and the model that emerged from it. Next, we discuss how our need to share our findings in our organization led us to expand the set of tools we use to share stories about the work we do. Finally, we describe how, as a result of these experiences, we launched a project to map out the different ways of knowing in our organization, and how those ways of knowing contribute to internal conversations about our organization's corporate strategy.

EUGENE LIMB IntuitThe analogy between forms of sport and forms of discourse and knowledge should be taken as literally as possible.Peter Sloterdijk, 2013. PLAYING AROUND WITH THE PRACTICE OF THEORYTheories about humans and their relationships with technology are part of a lifeworld shared by many corporate ethnographic practitioners. Practitioners are typically exposed to theory in professional training programs, but may enjoy limited opportunities to deepen engagement with theory once inside corporations. Individual practitioners' approaches to engaging with theory can vary widely due to factors such as discipline, training program, and the workplace norms they have encountered across their careers. Moreover, corporate settings don't always offer teams the time necessary to engage with theory collectively, or at least to do so in what feels like a satisfactory manner. For our team, as for many practitioners in our field, daily work involves researching and contributing to the processes whereby new technologies are designed, developed, and brought to market. Despite the relevance of theories about humans and technologies to this work, opportunities for explicitly engaging with and contributing to theory may not always be recognized by our organizations, or even by ourselves, as integral to daily practice. These challenges help