Known Knowns, Known Unknowns, Unknown Unknowns

The Pros of Acknowledging Reality

Life is full of things you know, things you know of, but they aren’t fully defined or understood yet, and things that you can’t imagine or predict yet will encounter — ”surprises.”

These are sometimes referred to as the known knowns, known unknowns, and the unknown unknowns

Conceptually, we understand these very clearly. However, we often forget to think about them, especially as we start projects or pursue new initiatives — or even choose not to pursue new initiatives. The same is true for new ideas, but we should.

Like all of the tools, techniques, and methods we share here, it’s quick and easy to complete, one just has to do it. Start by making a list — use a slide if that’s helpful, and create three columns.

• Start by listing the known knowns — this can include things like target customers, challenges or opportunities, and any aspect of your idea, project, or pursuit that you already know. It doesn’t have to be exhaustive, but list anything that’s important or relevant.
• Then move to the known unknowns—this can include key questions you need to answer or are (at least currently) unable to answer. It might also include things outside of your control, like upcoming legislation or key attributes about a competitor or customers.
• Lastly, the unknown unknowns. This column should be empty — you don’t know what you don’t know, right? You can use this column to note some of the unexpected surprises you encounter to better prepare next time or to remind yourself that it was a surprise.

This method gets things “all out on the table” — it acknowledges the good, the bad, and the reality of the known and the unknown.

Once created, you can then work to make the unknown known or acknowledge the unknowns in your risk planning. Trust us, it’ll be worth the 20 minutes it took you to complete it.

In case you aren’t convinced of the size of the “unknowns,” here’s a graphic from Adam Grant”:

Source

Even when you group his first three categories of “Things I know” together, it reminds us how small our set of real knowns really is.

Dive in, write things down, and enjoy the clarity it brings.

Interested in where this framework came from?

• It has its origins in self-discovery work as part of the “Johari window” to help individuals get to know themselves better.
• It has also been used within national security and defense circles.

Other Recommendations:

• Podcast: Masters of Scale: Trendspotting with Ron Shaich: Panera, Cava and Beyond: https://mastersofscale.com/trendspotting-panera-cava-and-beyond/
• Read: Boredom is the Ultimate Creative Aspiration: Settling into the creative luxury of nothingness.

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