Unknown Unknowns And this is only the beginning, the real lesson here is that you can't change what you don't know – so you need to be proactive and turn the unknown unknown's into known unknowns, so you can fix them.
Most international marketing errors are caused by those infamous "unknown unknowns. There is no perfect way of uncovering these prior to starting any marketing, but it is essential to undertake as much research as you can possibly manage to uncover...
Or, to paraphrase former Defense Secretary Donald Rumsfeld, there are known knowns (things we know we know), known unknowns (things we know we do not know), and unknown unknowns (the things we don't know we don't know).
