There are known knowns…
Photo by Jose Castillo on Unsplash “There are known knowns…” - This is from a quote made by Donald Rumsfeld in 2002 . In 2002, I was part of the crowd that ridiculed this quote made to the press. The video clip of the press conference can be seen here . Another video of an interview of Donald Rumsfeld done by Stephen Colbert in 2016 presents a very interesting additional take on this concept (starting at about the 4:30 mark of the video). However, over time, I have realized the nuances and the depth of this approach of holistic thinking. This technique lends itself very nicely to strategy building. For simplicity, I will refer to this concept of known/unknown as ‘KU’ or ‘KU Matrix’ in this post The motivation for this post comes from a discussion with colleagues on Data & Analytics Strategy. Here are some of my thoughts in the applicability of KU concepts with regards to Data/Analytics work and strategy. KU Matrix Let’s begin with a generic form of the 2X2 KU matri