The general meaning is: "The so-called' known-known' means that we know what we know; The so-called "known-unknown" means that we know something we don't know; The so-called "unknown-unknown" means that we don't know what we don't know; Finally, "unknown-known" refers to those things we know but don't want to know. "
Are you going to faint? According to the above description, we can get a matrix, which we can call known-unknown matrix (also called Rumsfeld matrix).
The press generally accused him of playing meaningless word games, but more people were deeply inspired and carried forward in various fields.
Donald? Donald Rumsfeld's speech is based on the purpose of risk prevention and control. In view of the possible "unexpected" risk of Iraq possessing weapons of mass destruction, the US government finally chose to take the initiative.
Let's look at the meaning of the four quadrants from the perspective of risk management:
1. Known-known: risks are known and countermeasures have been formulated. For example, when we park bicycles, we will lock them to cope with the risk of bicycle theft.
2. Known-unknown: known but unpredictable risks. For example, we know that the stock market will crash occasionally, but no one can accurately predict when and how much it will crash.
3. Unknown-known: It can be called intuition, inner voice or sixth sense. Philosopher Slavoj Zizek prefers to understand this part as people are unwilling to admit the risks they know, for example, they don't take any action when they know that the climate change is intensifying, and for example, the military and civilians of the countries around the South China Sea know that the maritime boundary is extremely controversial, but they just act according to their own wishes, which brings great geopolitical risks.
4. Unknown-unknown: risks without a clue, and we don't even think they may exist. For example, when 194 1 Pearl Harbor was attacked by Japanese Kamikaze special forces, the United States did not make any preparations, because it never imagined that such an attack might happen.
In Donald? Before Donald Rumsfeld, in the 1950s, psychologist Joseph? Looft and Harrington? Ingham developed the "Window of johari" to help people evaluate their understanding of themselves and others.
1. Open area: information you know and others know, such as your family situation, name, some experiences and hobbies.
2 blind area: things you don't know, but others know, such as personality weaknesses, bad habits, certain ways of doing things, how others feel about you, etc.
3. Hidden area: secrets that you know but others don't know. For example, some of your experiences, hopes, wishes, plots, secrets, likes and dislikes and so on.
4. Unknown territory: information that neither oneself nor others know.
With the goal of mental health and happiness in life, psychologists will advise us to eliminate blind areas as much as possible, reduce but appropriately keep hidden areas, and actively explore unknown areas.
Interestingly, Johari Window is also used by novelists to create novel characters. This simple tool can help the author quickly draw how well a character knows himself and how well other characters know him. When dealing with large and complex stories, writers can more accurately control what characters need to know (don't know)-the known/unknown state of these things may change with the development of the story.
The book Lean Analysis tells us how to look at data from the perspective of known-unknown matrix and the problems you must solve.
The function of known-unknown matrix in data analysis;
1. Test our facts and assumptions (such as opening rate or conversion rate) to ensure that we have not deceived ourselves and that our business plan is feasible;
2. Provide data for business forecast, process improvement and meeting decision-making;
3. Discover more opportunities and innovate business.
The most important function of using this tool in product/service design is to remind you to consider all the information and knowledge. In this way, we enlarge the problem space and the solution space. This matrix can clearly understand the boundaries of all information, allow us to ask more and more valuable questions, and remind us to keep an open and innovative attitude.
1. Known-known: Through horizontal analogy, we look at the existing knowledge and experience from different angles and migrate to new objects to seek breakthroughs and innovations. However, we should also challenge the authenticity of this part of "known things" appropriately, and avoid the wrong information from prejudicing the whole product from the beginning.
2. Known-unknown: The user's "demand" is the gap between reality and expectation, and it is a bunch of dynamic assumptions to be verified. In practice, this is usually converted into a quick sketch or prototype of a potential solution, and then verified by user testing and iteratively optimized.
3. Unknown-known: hidden treasure. Proper use of guiding technology in group discussion and effective brainstorming can make us get the expected results.
4. Unknown-Unknown: In order to make more icebergs surface, we need to explore the problem with an open mind. In user research, I think the most effective ways are user interview and immersive observation. We often find that some users may use external alternatives to form a brand-new workflow to solve their unique problems. This insight will help us to understand the problem more deeply and create products that can solve the problem better.
From your educational background and professional experience, how do you want to use this matrix?
Reference:
Decision book: 50 modes of strategic thinking? Peller/Micael krogh Rus
Rumsfeld knowledge matrix? Ian mchugh
Doctor: Design research? No, Donald Rumsfeld? Martin Bontofte
Lean analysis: using data to build better startups faster? Alistair kroll/Benjamin Iosco Witz
Known and unknown framework of design thinking? , AJ Justo