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Activity in the knowledge domain underlies a lot of what deployment pro- grams like those in EERE do. Figure 13 shows how the diffusion of innovation model applies to the knowledge entities domain (Reed, 2006b). Deployment programs create, extract, organize, and produce knowledge that underpins train- ing, software, publications, audits, energy labels, assessments, websites, and other information sharing activities.

There are numerous actors in this domain including national laboratories, uni- versities, consultants, efficiency organizations, utilities, contractors, and public and private organization that produce research or fund research, such as the New York State Research and Development Authority (NYSERDA) and California’s Public Interest Energy Research (PIER) Program. These actors own (or are aware

of) information, resources and the search skills necessary to locate and assemble information. They are also aware (or become aware) of knowledge gaps through their association with the many actors in the energy-efficiency market. Aware- ness may come from peers or from the serendipitous assembly of disparate facts. Program opportunities, program offerings, research announcements, and other types of needs and requests for information drive awareness of knowledge needs.

The selection of information is subject to the same kind of persuasion / infor- mation testing process as other products. Potential users or developers of infor- mation have to become convinced about the usefulness of the information. Most of us receive and discard lots of information daily. Researchers may focus on an area where new ideas are needed, and they search for information. Information may be tested and tried.

Knowledge (like other products) has characteristics that make it more or less likely to be used. In terms of relative advantage, credibility is an important characteristic associated with knowledge. Information that comes from usually reliable sources (e.g., can be traced to known theory, or is based on data that can be replicated) is often accorded more value (has relative advantage) than informa- tion without such characteristics. The perceived economic, efficiency, production, or quality benefits associated with knowledge confer relative advantage as well. Of course, this does not mean that the information will necessarily be used to influence decisions.

One can also characterize knowledge and information in terms of compatibil- ity. Information may stand alone. It may be consistent with existing theory or the extension of existing theory. It may fit within an existing use of knowledge (such as a piece of software) or it may require an entirely new knowledge base for its use. As an example, information may be integrated with ITDP’s Steam System Tool to expand its capabilities. Or information may be created, adapted, and used to develop a tool that serves entirely different functions.

Some years ago, FEMP undertook a focus group to look at the types of tools

New York State’s Energy Research and Development Authority and California’s PIER Program are examples of entities whose mission is the creation and dissemination of knowledge.

Some utilities have research and development departments

Energy centers such as PG&E’s Food Technology Center or the Pacific Energy Center are examples of utility organizations that are designed to create and dissemi- nate knowledge. One aspect of relative advantage is the credibility of information and another is usability. Compatibility is another key characteristic of information.

Branding is about keeping it simple, keeping psycho- logical overhead low, and recogni- tion.

there were a large number of tools, but most were single function tools. The group determined that there was a need for a smaller set of tools whose inputs and outputs were standardized or an easy-to-use multifunctional tool.

To be of value, information must be usable and people have to be able to ob- serve that the information has value. One of the key tasks that programs perform is the reassembly of information in ways that allows people can see the value. The Energy Star labels provide information that is useable by the consumer. The observability, the low level of complexity, and the low required levels of process- ing are the key. That is what branding is all about, keeping it simple and keeping the overhead low.

As in other domains, implementation involves generic activities such as in- vesting capital, designing and planning knowledge activities, producing the knowledge, and maintaining it.

Capital investment can result in investments in new research areas or invest- ing in existing research areas to create knowledge communities with a critical mass or a larger and stronger community with core competencies. This may be particularly important for the DOE Hydrogen Program, which is inventing new technologies that may cause significant change to existing economic and social structures (Romm, 2004). This program is attempting to increase the technical understanding of fuel cells and hydrogen.

The knowledge within much of the energy community may be more assem- bled than designed. For example, the knowledge within the efficiency building community has more typically grown up around specific technical issues (such as moisture control) that gained in importance and were then assembled into a program. This process is in contrast to a rationally designed plan to increase knowledge about buildings. Thus, planning and design may increase the effi- ciency with which knowledge is created. From a programmatic and

Source: John Reed and Gretchen Jordan, 2005.

Figure 12. Generic Version of Diffusion of Innovations Theory as Appropriate to Knowledge Entities

evaluation standpoint, it may be useful to examine the impacts of these communi- ties and identify where gaps may exist.

Within the codes and standards processes, we see attempts to identify limita- tions and opportunities to formulate knowledge that can be used to set standards that raise the level of efficiency (ADM, 2006).

Knowledge is used and sustained in a variety of ways. It can be used to change perceptions and attitudes. It may be instantiated in software, publications, websites, and textbooks. It may be placed in technical specification (e.g., build- ing guides that may be used by the architectural and engineering communities in specifying the characteristics of new buildings). The impact of these types of tools needs to be evaluated.

Finally, knowledge maintenance activities are important. It is important to keep databases updated. It is important to impose consistency in the definition of data, so that it is possible to track long term trends.

Like other domains, knowledge is subject to confirmation. Some knowledge is adopted, is highly valued, and continues to be used. Other information is found wanting and its use is discontinued. Knowledge is replicated, emulated, sustained just as with other technologies and practices.