The goal of this article is to introduce the SECI model to the design community. At the same time, this article also argues the SECI model and the analysis-synthesis bridge model are not just similar but also isomorphic. That is, they use different terms to describe essentially the same process. More precisely, the analysis-synthesis bridge model and related models [4] (Robinson model, Kumar innovation model, Kaiser/IDEO model, and Suri/IDEO model) are specific instances of the more general SECI model. (The Beer model and Alexander model are slightly different, though still roughly analogous. The 1966 Beer model is interesting in relation to SECI, as it describes the process of applying scientific models to managerial situations, a special form of knowledge creation.)