The practice of applying rigid software development rules has killed creativity as processes and tools take precedence over technical solutions and client satisfaction. A key role in developing software is played by the intellectual resources of project teams, i.e. their knowledge. The knowledge used to produce software may be either open or hidden. In order to manage software development effectively, advantage needs to be taken of the knowledge held by each design team member. Two distinctive knowledge management strategies are available for managing software development. These are the knowledge codification strategy and the knowledge personalization strategy. The knowledge codification strategy requires the use of expensive technology to apply CASE tools. Based on two decades of experience in managing IT projects, we have grown somewhat critical of the use of CASE tools. Our experience in managing IT projects shows that a strategy of knowledge personalization in software development helps improve designer knowledge in a given business field and boosts their productivity.