Innovation, the knowns and unknowns
Jeffrey Phillips
OCTOBER 26, 2015
I'm sure the formula existed long before Donald Rumsfeld pronounced it, but every business faces knowns and unknowns. We face the things we know, or think we know, about our business, the environment, the economy and customers. Worst, we face things we don't know, unknowns about the future, consumer demand, new competitors and so forth. What executives need to understand is just how difficult these known and unknown "unknowns" are when we talk about innovation.
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