The article analyzes the fractal nature of implicit knowledge and its significance for understanding the nature of transmission and reconfiguration of knowledge. Implicit knowledge is one of the ways of existence of consciousness. It lies at the basis of a person's professional abilities. Forming a message by its creator is the process of building a self-similar structure - a fractal, i.e. an articulated construction, similar to those conceptual schemes that are contained in the consciousness of the subject. It means that the message is the transfer of this self-similar structure - the fractal - to the addressee. By receiving the message and decoding it, the addressee builds in his mind the mental construction, which in its turn is similar to the semantic construction which is embedded in the message, i.e. understanding the fractal.