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There are known knowns, things we know that we know; and there are known unknowns, things that we know we don’t know. But there are also unknown unknowns, things we do not know we don’t know.

Donald Rumsfeld

What you measure improves.” A corollary rule in the military is that “You get what you inspect, not what you expect.
DONALD RUMSFELD

Expectation Improvement Inspect Measure Military Rule
Simply because you do not have evidence that something exists does not mean that you have evidence that it doesn’t exist.
DONALD RUMSFELD

Evidence Existence
Agreement can always be reached by increasing the generality of the conclusion; when this is done, the form is generally preserved but only the illusion of policy is created.
DONALD RUMSFELD

Agreement Conclusion Creation Illusion Increase Policy
Let your family, staff, and friends know that you’re still the same person, despite all the publicity and notoriety that accompanies your position.
DONALD RUMSFELD

Family Friendship Person Position Publicity
There are known knowns, things we know that we know; and there are known unknowns, things that we know we don’t know. But there are also unknown unknowns, things we do not know we don’t know.
DONALD RUMSFELD

Imagination Knowledge
Many people around the President have sizeable egos before entering government, some with good reason. Their new positions will do little to moderate their egos.
DONALD RUMSFELD

Ego Government Moderate People President
Treat each federal dollar as if it was hard earned; it was – by a taxpayer.
DONALD RUMSFELD

Earn Money Tax
It isn’t making mistakes that’s critical; it’s correcting them and getting on with the principal task.
DONALD RUMSFELD

Criticism Mistake Principle Task
Enjoy your time in public service. It may well be one of the most interesting and challenging times of your life.
DONALD RUMSFELD

Challenge Interesting Life Public Service Time
If the staff lacks policy guidance against which to test decisions, their decisions will be random.
DONALD RUMSFELD

Decision Guidance Lack Random
First rule of politics: you can’t win unless you’re on the ballot. Second rule: If you run, you may lose. And, if you tie, you do not win.
DONALD RUMSFELD

Ballot Lose Politics Rule Win
The price of being close to the President is delivering bad news. You fail him if you don’t tell him the truth. Others won’t do it.
DONALD RUMSFELD

Deliver Failure President Price Truth
Amidst all the clutter, beyond all the obstacles, aside from all the static, are the goals set. Put your head down, do the best job possible, let the flak pass, and work towards those goals.
DONALD RUMSFELD

Goals Head Obstacle Work
If it were a fact, it wouldn’t be called intelligence.
DONALD RUMSFELD

Fact Intelligence
Preserve the President’s options. He may need them.
DONALD RUMSFELD

Need Option Preserve President
Politics is human beings; it’s addition rather than subtraction.
DONALD RUMSFELD

Government Human Being Politics

There are known knowns, things we know that we know; and there are known unknowns, things that we know we don’t know. But there are also unknown unknowns, things we do not know we don’t know.

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There are known knowns, things we know that we know; and there are known unknowns, things that we know we don’t know. But there are also unknown unknowns, things we do not know we don’t know.

Related Topics

Popular Authors

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