Marketing Decisions: Known Knowns and Unknowns, Unknown Unknowns and Knowns

Several years ago, Donald Rumsfeld, then Secretary of Defense, spoke about "known knowns, known unknowns," and the dreaded "unknown unknowns." He omitted one category, however—unknown knowns. Those four sets of simple word pairs, used by Rumsfeld to describe military strategy, also convey powerful conceptual ideas with relevance to developing marketing plans and marketing strategies.Read the full article