WE DON'T KNOW WHAT WE DON'T KNOW
"There are known knowns: there are things we know that we know.There are known unknowns; that is to say, there are things that we know we don't know. But there are also unknown unknowns - these are things we do not know we don't know. - Donald Rumsfeld, former United States Secretary of Defense
- Know what you know
- Know what you don’t know
- Don’t know what you don’t know
When asked, most entrepreneurs will state that their biggest challenges arise from problems that they know about but are not sure how to tackle. While this category of " know what you don't know" presents certain challenges, it is the “don’t know what we don’t know” that significantly limits our potential, success and enjoyment of the journey.When we don't know about powerful options and possibilities - and we don't know that we don't know that the possibility even exists - we dramatically limit our possibilities for success. How then does an entrepreneur address the unknown unknowns impacting their businesses and their lives?
