The purpose of this paper is to investigate how collective tacit and explicit knowing develops among project team members. This article is a conceptual paper studying how collective knowing emerges in business contexts using working in project teams as examples. The dynamics of project teams give us a societal meaning of the process of knowing or a scripted story for business action. The empirical approach of the paper is from two Norwegian furniture producers project teams linking together the designers, the production engineers and the exchange in the marketplace. This methodology puts in evidence for a theoretical framework and theory for the dynamics of business knowledge as a societal meaning. This methodology puts in evidence that it is moving the team members out of their comfort zones that transfer tacit individual knowledge into actionable explicit collective knowledge. Action through rotation is more important than observing to transfer tacit individual knowledge to explicit individual and collective knowledge. The practical implication is the description of the process from individual to collective tacit and explicit knowing in a project team. The practical lesson is that moving the team member out of their traditional roles also secure the transfer of unknown tacit knowledge into actionable collective explicit knowledge. Creating and working through new roles in the team obviously make unknown tacit knowledge into explicit knowledge. This is a movement from what we don´t know that we know into what we know that we don´t know witch bring it into knowing and by that into business action.