The “unknown unknowns” are most relevant to startups: exploring to discover something new that will help you disrupt a market. As we’ll see in the next case study, it’s how Circle of Friends found out that moms were its best users. These “unknown unknowns” are where the magic lives. They lead down plenty of wrong paths, and hopefully toward some kind of “eureka!” moment when the idea falls into place. This fits what Steve Blank says a startup should spend its time doing: searching for a scalable, repeatable business model.
