An important issue in HBR in March/April 2017, dealt with information that challenges your assumptions and allows you to perceive a looming threat or opportunity. When a dramatic shift is on the horizon, the first indications may usually appear in ambiguous events on the fringes of the market. A key problem is getting information that senior management have not demanded because they do not know how to ask for it. Often, this may be a development brewing that may ultimately redraw the lines of competition for the future. One way to describe the unanticipated risks became famous in 2002 as ‘unknown unknowns’, thanks to Donald Rumsfeld, the former US Secretary of Defense.