To be able to release the creative power of Work Integrated Learning and to handle the challenges that contemporary society struggles with, a more conversation focused mindset is needed, I argue in this paper. Society is not about either or, it's always about both and. New and different, creative concepts to promote sustainability and knowledge development cannot be something that arises in the mind of a few experts; more people and competences must be engaged in the process. To learn more about and to be able to handle both the process as such and the outcome of the joint work it is important to develop a more elaborated view on knowledge. This article presents analytical tools and discuss examples to think with to make way for that. This is a theoretical paper grounded in the work of Deleuze and Guattari. Conversation is the key concept, and it is used to emphasize the I in WIL.