Technical proficiency has not enabled our profession to deliver value for money in terms of improved organisational performance. Evidence of this failure is adduced. The recommended change is to approach organisations as the information systems we develop. To achieve this we need a better understanding of information, the key resource, better ways of modelling organisations in information terms, and new tools for analysis, design, and systems development. Semiotics, the theory of sign, provides a suitable framework in which to make “information” and related concepts more precise. A semiotics of organisations leads to modelling them as systems of social norms from which information requirements can be logically deduced. This approach yields methods and tools for analyzing and designing the social, pragmatic, and semantic aspects of information systems that receive little attention in our current methodologies.