The title of his memoir is “ Known and Unknown,” and Errol Morris made a documentary film about him titled “ Unknown Known.” While he didn’t invent this concept of known knowns, it became his most famous line. Secretary of Defense Donald Rumsfeld spoke these words at a press briefing in 2002 in response to a question about weapons of mass destruction in Iraq. But there are also unknown unknowns - the ones we don’t know we don’t know.”įormer U.S. We also know there are known unknowns that is to say we know there are some things we do not know. “…there are known knowns there are things we know we know. How much do you really know about the effectiveness of where, when and how your marketing dollars are being spent?
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