Rumsfeld Matrix
Oct 30, 2024
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 how to apply it in and to your business
- Unknown knowns - things we understand but are not aware of e.g. You know your business can be better but aren’t aware that behavioural science could be a solution for you
- Unknown unknowns - things we’re neither aware of nor understand e.g. you don’t see the missed opportunities in your business and remain oblivious to how much better it can be.
For a good portion of my corporate life I was stuck in the Unknown knowns quadrant when it came to behaviour. Then, I came across behavioural economics and my world changed.
Wherever you are on your journey with behavioural science, it’s my job to take you to known knowns.
Get in touch to find out more.
