Quick, sketch the logos for Toyota, Audi and Tesla. Finished? Did you struggle? Sure, you recognize them when you see them, but can you draw them? There is a difference between recognition/familiarity and knowledge.Recognizing the ingredients in a cake and familiarity with making a cake does not necessarily make you a baker. This week consider knowledge versus recognition. Notice others who speak with knowledge when it is really just recognition. What is the impact?