New Public Management and neoliberalism has had a huge impact on care and health work imposing demands for documentation, standardization and evaluation. These demands seem to be in contrast with core aspects of the professional competence that are unnoticed. The paper explores how social educator’s work in day care centers can be explored, developed and potentially democratized acknowledging the unnoticed aspects of daily work practices and professional competence. The paper draws on empirical examples from two research projects (Ahrenkiel et al. 2009, 2011) and discuss how noticing and developing the professional competences of pedagogues holds the potential to develop alternatives to neoliberal regulation.