Max J. Pucher has worked for 15 years at IBM in Austria, UK and Saudi Arabia as engineer, consultant and sales. In 1988 he founded what is today the ISIS Papyrus Group, a medium size, but global software business with Fortune 1000 clients. Max Pucher is an expert in machine learning and pattern recognition with related patents and has applied that knowledge in the areas of content and process management. Max proposes that BPMS have only limited use in organisations as they are unable to support innovation and knowledge work. Process standardization is a key element in the cost savings of BPM because implementing processes is so cumbersome and expensive. It therefore promotes good-enough processes rather than a perfectly customer oriented outcome. Knowledge workers are in the majority in every service- and customer- driven operation in a business, performing mission-critical and complex activities from customer claims management and contract management to account management and fraud investigations, among others. To support those processes adaptively requires consolidated, model-preserving execution that encompasses business data objects, inbound and outbound content, business rules, user-definable GUI and dynamic work assignment. Businesses benefit from empowering employees and turning as many production workers as possible into knowledge workers.