*“Knowledge work” may seem an unfamiliar concept to many in this century, simply because so much of our lives now incorporates so many nonphysical and nonobvious things we need to decide, demanding constant thinking and choices. Most of us are in it all the time (the last thing a fish notices is water). But the realization of the thinking process itself that we must be applying is not explicitly realized or exercised yet by most. Knowledge work may seem an idea limited to white-collar professionals. That was the initial population in the past century that dealt with this, but anyone who has moved out of mere survival mode finds himself or herself in this game. Any parent who has ever wondered what class to choose for a child or what digital device to give him or her is in this category.