If it were a fact, it wouldn’t be called intelligence.

Donald Rumsfeld

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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

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
Those who made the decisions with imperfect knowledge will be judged in hindsight by those with considerably more information at their disposal and time for reflection.
DONALD RUMSFELD

Decision Government Imperfection Knowledge Politics Reflection War
Prune – prune businesses, products, activities, people. Do it annually.
DONALD RUMSFELD

Activity Business People Product
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
Don’t necessarily avoid sharp edges. Occasionally they are necessary to leadership.
DONALD RUMSFELD

Edge Leadership Necessary
There are a lot of people who lie and get away with it, and that’s just a fact.
DONALD RUMSFELD

Fact Lie People
With the press there is no ‘off the record.’
DONALD RUMSFELD

Media Record
If in doubt, don’t. If still in doubt, do what’s right.
DONALD RUMSFELD

Doubt Inspirational Right
Death has a tendency to encourage a depressing view of war.
DONALD RUMSFELD

Death Encouragement Tendency War
Don’t blame the boss. He has enough problems.
DONALD RUMSFELD

Blame Boss Enough Problem
Think ahead. Don’t let day-to-day operations drive out planning.
DONALD RUMSFELD

Business Operation Planning Thinking
Don’t speak ill of your predecessors or successors. You didn’t walk in their shoes.
DONALD RUMSFELD

Ill Shoes Speak Success Walk
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
Whatever your position, reach out to those who know more than you do, and have been around longer than you have. Find those people. Listen carefully. And learn.
DONALD RUMSFELD

Care Leadership Learm People Position
Presidential leadership needn’t always cost money. Look for low- and no-cost options. They can be surprisingly effective.
DONALD RUMSFELD

Leadership Money Option President
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
Treat each federal dollar as if it was hard earned; it was – by a taxpayer.
DONALD RUMSFELD

Earn Money Tax
The way to do well is to do well.
DONALD RUMSFELD

Inspirational One Liner
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
Every day is filled with numerous opportunities for serious error. Enjoy it.
DONALD RUMSFELD

Enjoyment Error Opportunity Serious
Reduce the number of lawyers. They are like beavers – they get in the middle of the stream and dam it up.
DONALD RUMSFELD

Lawyer Reduce Stream
Preserve the President’s options. He may need them.
DONALD RUMSFELD

Need Option Preserve President
Reduce the layers of management. They put distance between the top of an organization and the customers.
DONALD RUMSFELD

Customer Distance Management Organization
Let’s stick something in the ground and not pretend that it’s perfect.
DONALD RUMSFELD

Ground Perfection Pretend
If you develop rules, never have more than ten.
DONALD RUMSFELD

Advice Rule
Be able to resign. It will improve your value to the President and do wonders for your performance.
DONALD RUMSFELD

Improvement Performance President Value Wonder

If it were a fact, it wouldn’t be called intelligence.

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If it were a fact, it wouldn’t be called intelligence.

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