Data, information and knowledge are key elements for communication and decision making in organizations, but their meanings are not so obvious. They form a hierarchical system of difficult delimitation.What are given to an individual may be information and / or knowledge to another. Considering the link and can difficult to separate clearly what is given, information and knowledge, and aware of its importance to the decision.The data elements are raw, meaningless, disengaged from the reality. Are comments on the state of the world.Symbols and images that are not dissipate uncertainty. Are the raw materials of information.The knowledge can then be regarded as information processed by individuals. The value of information depends on previous knowledge of these individuals. Therefore, it acquires knowledge through the use of the information into action. Thus, knowledge cannot be released to individuals, it is closely related to the perception of that which encodes, decodes, and distorts the information according to their personal characteristics, or according to their mental models.The concept of knowledge has a more complex sense of the information. Knowing is a process of understanding and internalizing the information received, possibly combining them in order to generate more knowledge. When you consider the interrelationship between the three elements and make the analysis can infer that the data alone do not mean knowledge useful for decision making, and it is only the beginning of the process. The challenge of decision-makers is to transform data into information and information into knowledge, minimizing the interference in the process of individual transformation. Transforming Data into Information and Knowledge providing data, information and knowledge of meanings is not a process as simple as it sounds.Individual characteristics that form the mental model of each person interfere with the encoding / decoding of these elements, often causing individual distortions that may cause problems in the communication process.There are differences between what is meant and what it really says, between what is said and what others hear, between what they hear and what they hear, among which understands and remember, and remember that between the relay. People only hear what they want and how they want, according to their own experiences, paradigms and pre-trials. There is information that people do not understand and do not see, and what information they see no link, information that you see, and do not understand or not decoding; information they see and use, information seeking, information to guess. The state of mind and mood can affect the way it deals with information.The informational approaches usually emphasize the attributes rational, sequential and analytical information and its management to the detriment of other equally important (if not more) and the approaches related to non-linear and intuitive. The seizure of information is a higher cognitive function that takes place within the language.If you want to learn more details of the context in which they are inserted, has been to expand the perceptual abilities, because the way of living leads to a narrowing perceptual world and a vision of limited and fragmented and that the needs of people on information change constantly because the perception, in addition to individual, is contingent. Thus, the decision must be aware that the biggest challenge is not to obtain data, information and knowledge, but rather the acceptance that, in the process of encoding / decoding, distortions occur and that there are ways to mitigate them.