Known Unknowns & Unknown Unknowns

A couple of years ago, then-Secretary of Defense Donald Rumsfeld was ridiculed for talking about known unknowns and unknown unknowns. While the phrase unknown unknowns was and is kind of unwieldy, it describes something that you actually need to consider when you’re trying to plan out your business strategy. Known unknowns are things that you know that you don’t know.

Author:
Julien