More on Our Methodology

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Atchalta is an organization that integrates thought and action. Other than the robust experience of our team, our added value stems from our methodologies and working practices. These systematically place us at the forefront of the issues we address, enabling us to offer approaches and formulate original solutions based on long-term strategic thinking. Our structured work process involves the use of technologies such as knowledge maps (mind mapping) and generative AI language models.

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On the Theory of Fundamental Surprise

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Our knowledge development methodology is based on the theory of fundamental surprise by Dr. Zvi Lanir, allowing us to uncover blind spots and misperceptions that could surprise Israeli and Jewish leadership around the world.

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Fundamental surprise is a disruptive and unexpected event stemming from a distorted perception (relevancy gap). It typically does not point to a knowledge gap but to a misjudgment of existing knowledge. Blind spots are often noted but are dismissed because they don't align with our perception of reality (latent knowledge). The methodology we use is effective at uncovering this latent knowledge and framing it.

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Examples of Fundamental Surprises:

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• The October 7 Massacre: Before the massacre, lookout personnel in the Gaza border area warned of Hamas preparations for an invasion, some Hamas spokespeople hinted at the invasion in the media, and the IDF itself held a written plan of Hamas. The underestimation of the available intelligence stemmed from the belief that Hamas was deterred and seeking calm.
   

• Kodak: Once the world leader in analog camera production, Kodak nearly vanished in the wake of the digital camera revolution. Despite having no gap in knowledge about the new technology—Kodak was the first company in the world to produce a digital camera (back in the 1970s)—they chose not to develop it to avoid disrupting the analog camera market they dominated.