About Us

"It is clear we are all drowning in a sea of information. The challenge is to learn to swim in that sea rather than drown in it." - Dr. Peter Lyman, 1940-2007

The idea of EduCel was born in San Francisco at the tail end of the first dot-com boom, when it was becoming clear that, in the future, the real impediment to taking advantage of information to improve performance was not going to be access or the amount of data available.

The real impediment was going to become an issue of information overload, and the ability to learn something useful, without having to waste time on less than sterling material. EduCel meets this challenge with services tailored to accommodate the different needs and wants of different target audiences.

Included in the EduCel line up is a cell phone portal with 2,500+ educational guides aimed at the newly minted professional (educell.com - The Ace in Your Pocket™), technology and a knowledgebase of best practices for business professionals who like to check themselves against, and adhere to, specific standards on a regular basis (Will-it-Fly?® DKTS and Willitfly.com), a service that allows remote employees access to standard operating procedures on their cell phones (The SOP Improvement Service™), and an advertising agency founded on the philosophy that powerful advertising is always an amalgam of best practices and innovative ideas (Gonzberg Agency).

The common denominator in all of EduCel’s work is the belief that paying attention to relevant empirical knowledge will always make a difference in the outcome of task performance.

At EduCel empirical knowledge is defined as knowledge derived from practical experience: knowledge capable of being verified or disproved by observation or experiment. E.g., Best Practices.

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