Professor Jeffrey Pfeffer of Stanford Business School comments on a concept he coined the knowing–doing gap in which he discusses why conventional wisdom is often the correct path but quite often not the one taken. Why is this so?
Before you watch the video consider the following concepts and questions and be prepared to discuss them in class:

• Concepts 

• Human capital 

• Value of intangible resources 

• Sustainable competitive advantage 

• Internal organization • Capabilities 

• Core competence 

Questions 

1. Do you think common sense today is a bit uncommon? If so, why do you think that is so? For example, at times are the things we know we need to do, not something we actually do?

2. What internal factors might inhibit organizations or individuals from doing the right thing