Blog

In 2002, then US Secretary of Defense, Donald Rumsfeld baffled the world with his statement that there are unknown unknowns.

Parodied at the time, his insight wasn’t wrong.

In fact, it’s been turned into the Rumsfeld matrix.

• Known knowns - things we are aware of and understand e.g. using behavioural science everyday to improve interactions
• Known unknowns - things we are aware of but don’t understand e.g. You have heard about behavioural science but don’t know...