Okay, that may be the most complicated title that I've ever read, but here's the point of that title: Most people don't know what they already know. Maybe spun another way, is that people don't realize how much they really know, that much of what they really know is buried behind general rules, rules of thumbs and simple heuristics. But those heuristics get in the way of one's real knowledge. And that's the real secret to effective design thinking – helping subject matter experts to uncover what they don't realize that they already know. My Saturday morning coffee conversations with John Morley always surface new ways to think about how to leverage design to help "accelerate the commercialization and monetization of intellectual property (IP) assets".