“…It is an alertness and sensitivity within a social and material context (Schön, 1991), a knowing and doing together (Lave & Wenger, 1991;Wenger, 1998;Wenger, McDermott, & Snyder, 2002), and a stepping over and over again into the situations of use of a product (Schön, 1991;Suchman, 1987). Hobbyist knowing is difficult to communicate because it is embodied and embedded in action (Blackler et al, 1998;Carlile, 2002;Schön, 1991) but, at its best, it is interwoven into the product development process (Nonaka & Takeuchi, 1995;Nonaka et al, 1998) as a generative and creative resource of sensemaking (Weick, 1995) within an organization. Hobbyist knowing is thus defined as a type of knowledge-or rather a type of knowing-that emphasizes its active and long-term nature.…”