Always Know What You Don’t Know

Back in the 1990s, I was given a piece of advice by my then employer, Ken Wrench — a highly respected professional pensions trustee and successful business owner for many years.

Ken said: “Always know what you don’t know.”

I smiled, and yes, I chuckled — but only because I understood it instantly. Ken knew I’d grasp the paradox. In fact, that was likely why he shared it with me in the first place. I knew exactly what he meant: in business, awareness of your blind spots is just as important as the knowledge you already hold.

The Networking Moment

Since then, I’ve shared Ken’s advice countless times, often during business networking events. And I’ve noticed two very different reactions:

• The eye-rolls — people who dismiss it as nonsense without stopping to think.
• The lean-ins — people who sense there’s depth behind it, and want to know more.
  
  

Eye-rolls often come from those intent on projecting confidence, even if it means glossing over what they don’t know. The lean-ins tend to be more open to growth — and to the creative, high-resolution thinking that comes when you explore your blind spots instead of ignoring them.

KNOW vs THINK You Know

Today, whether I’m working with a Future Point 4 Business client or an AfricAspire™ participant, Ken’s advice lives on in how I ask questions. When I run a discovery session or send out a questionnaire, I always ask for what people know — not what they think they know.

That’s because the difference is stark.

• What you know can be verified. It’s based on evidence.
• What you think you know is an assumption — and assumptions are dangerous when left untested.

It can be unsettling for clients to make that distinction for the first time. But it’s also empowering, because it reveals the gaps that matter most. Those gaps are often where the real opportunity lies.

Where This Matters Most

1. Business Planning (SWOT Analysis)

A good SWOT analysis isn’t just a list of what’s obvious.

• Strengths and Weaknesses are internal and often easy to identify.
• Opportunities and Threats are external — and here’s where the don’t know factor can bite.

If you’re basing your SWOT on what you think you know about your market, your competition, or your customers, you’re making guesses, not strategy.

2. Market Research — Especially Competitors

Too many businesses barely scratch the surface of competitor research.

• Who are they really appealing to?
• What advantages do they hold?
• Where are their vulnerabilities?
• How do they behave under market pressure?

Knowing your competitors’ strengths and weaknesses in reality — not just as you imagine them — can transform how you position yourself.

The C.L.E.A.R.worx™ Connection

Ken’s advice aligns perfectly with our C.L.E.A.R.worx™ framework:

• Clarity — True clarity requires identifying the gaps.
• Language — Describing what you don’t know turns it into an actionable question.
• Execution — Filling those gaps leads to stronger, more confident action.
• Attraction — Honesty about what you don’t know builds credibility, not doubt.
• Results — Addressing the unknowns early creates faster, better outcomes.

A Simple Exercise

If you want to put this into practice, try this:

1. Pick a current project or plan.
2. Make two columns: “What I Know” and “What I Think I Know.”
3. If you can prove something in the “What I Think I Know” column with evidence, move it to the “What I Know” column.
4. For each item in “What I Think I Know,” ask: Can I find this out? Do I need expert help? Or should I test and learn?

You might be surprised at how much moves from “think” to “know” — and at how many opportunities appear when you close those gaps.

Closing Thought

Ken’s line has stayed with me for decades because it’s timeless. In an age where information is everywhere, the ability to separate knowing from thinking you know is a rare and valuable skill.

So next time you hear, “Always know what you don’t know”, don’t roll your eyes. Lean in. That space between knowledge and assumption is where the real growth happens.

At Future Point 4 Business, through the C.L.E.A.R.worx™ framework, we help you uncover — and address — those gaps, so you can build with clarity, confidence, and purpose.

#BusinessClarity #StrategicThinking #BusinessGrowth #LeadershipDevelopment #BrandStrategy #CognitiveBias #CompetitiveAdvantage #BusinessPlanning #MarketResearch #FP4B #CLEARworx #Entrepreneurship #DecisionMaking #GrowthMindset

By Phil Avery ACIM
Future Point 4 Business | Founder

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