The Power of Ignorance

The wise man knows he doesn't know. The fool doesn't know he doesn't know. - Lao Tzu . What's the most important step in fixing a puncture? It isn't jacking up the car or taking the wheel off or finding the puncture. . There's something more fundamental than any of those. Something without which you can't even begin to fix a puncture. . The most important step is finding out you've got a puncture. Without that you can't do anything. Instead of saying It's just a bit bumpy must be the road and carrying on you must acknowledge that something has changed and you don't know what that is.. If you don't admit you don't know what's happening you can never find out. If you don't find out you can never change it. The most important step always is admitting you don't know. That's the power of ignorance. . In this latest collection of real-life stories Dave Trott provides lessons about problem solving and creative thinking that can be applied in advertising business and the wider world.