“There are known knowns. These are things we know that we know.
There are known unknowns. That is to say, there are things that we know we don’t know.
But there are also unknown unknowns. There are things we don’t know we don’t know.”
When Donald Rumsfeld came out with this famous quote, he probably didn’t have the Pharma-business in mind. However, his reference to ‘unknown unknowns’ is particularly relevant to the situation facing many Pharma companies today. Read more