Learning by Using: the Learning of a New Language

Using data from participant-observation and interviews addressing users of the largest CNC laser machine producer in the world, located in Europe, I investigate a cause that leads to cumulative learning with using. This cause differs from uncertainty in the prediction of performance characteristics or its need for improvement with growing certainty in the field. Drawing from theory and research on learning and problem solving, I introduce the concept of learning by using as the acquisition of a new language, wherein language is defined as the entire concept from latent logic to manifestations of this understanding, such as spoken words, actions or products. My empirical field evidence shows that the manufacturer and users speak fundamentally different languages, lacking adjustment to the logic of the other side. This refers especially to the cumulative utilization problems that exist beyond solving a product’s teething problems. Data suggest that utilization experience is dominated by solution search in a non-linear process, eventually leading to recognition of manifestations of the different languages used and problem-solving, but lacks an adjustment to the different logical concepts. This leads to dissatisfaction in utilization and could be solved by trying to understand the root cause of the diverging manifestation so as to grasp the intention of the other side and be able to adapt their own logic to them. I discuss implications for theory and practice and provide suggestions for future research.