The Role of Uncertainty in
D-I-K-A Management
Business isn’t complicated. The
complications arise when people are
cut off from information they need.
 Jack Welch
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1. D-I-K-A Model
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Concepts
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Data = Representations of reality
Info. = Data which provides relevant clues
or news
Knowledge = The framework or schema
for organizing the relationships between
pieces of information.
Action = The deeds or decisions made
based on knowledge
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D-I-K-A Model
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2. What is uncertainty?
Uncertainty
Certainty
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Known
Law-like
Sure
Clear
Predictable
Absolute
Simple
Stable
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Unknown
Chaotic
Unsure
Vague
Random
Provisional
Complex
Turbulent
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3. How do we create
certainty?
Method
Benefits
Limitations
Gut Instincts
Authorities
Experiences
Reasoning
Testing
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4. What are the basic types of
uncertainty?
Perceiving
Deciding
Acting
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a. Perceiving uncertainty
Social Factors
 Prevailing ideology
 Mass media
 Opinion leaders
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Individual Factors
 Contextual clues
 Past experiences
 Organizational
schemas
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b. Making decisions
Social Factors
 Group norms
 Language choices
 Information systems
Individual Factors
 Stress
 Heuristics
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Representativeness
Availability
Anchoring
Risk management
predisposition
Overconfidence
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c. Acting when uncertain
Social
 Reward &
punishment
structures
 Option framing
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Individual
 Cognitive dissonance
 Fear
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5. How comfortable are people
with uncertainty?
"I am comfortable with uncertainty."
13% 5%
12%
18%
20%
23%
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9%
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Strongly Agree
Moderately Agree
Slightly Agree
Neutral
Slightly Disagree
Moderately Disagree
Strongly Disagree
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Comfort
(cont’d)
Uncertainty Modes
14.8
16
Acting
21.6
22.2
Perceiving
0
Females
Males
20
20.5
Deciding
5
10
15
20
25
Degree of Embracing Uncertainty
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6. So what?
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More D-I-K-A can increase uncertainty
More D-I-K-A can decrease uncertainty
People tend to pay the most attention to
D-I-K-A that decreases uncertainty and confirms
preexisting beliefs (confirmation bias)
More data and information do not necessarily
generate better decision-making but they make
us more confident
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So what?
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(cont’d)
Technologies impact the amount and
distribution of D-I-K-A, which in turn,
influences perceptions of uncertainty
Technologies perceived as producing too
much uncertainty tend to be resisted
(compatibility attribute)
Increasing the D-I-K-A cycle time can increase
perceptions of an innovation’s adaptability.
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