We Don’t Know What We Don’t Know

Edition 4: We Don’t Know What We Don’t Know

Welcome back to Double Your Business. Today, let’s talk about something both simple and profound: the power of what we don’t know. It’s an unseen barrier, often holding us back without us even realising it. This uncharted territory — the things we don’t know we’re missing — can be the very thing standing between us and extraordinary growth.

Every week, I meet business owners with a burning desire to grow, to expand, to do more than they thought possible. After a complimentary 30-minute chat on WhatsApp, where we dive into their goals and challenges, I ask them one question that goes right to the core: Why have you come to me? And almost always, they answer, “I don’t know how I would double my business.” They know they’re capable of more, yet something is missing. They feel it but can’t quite identify it. And often, it’s not a lack of will or effort; it’s the limits of what they know.

The Frustration of the Unknown

When we’re up against our limits, we often feel trapped. Frustrated. It can feel like a wall we can’t see over — and worse, we don’t even know what’s on the other side. That’s because our limits are shaped by what we know, our own knowledge, experience, and past decisions. There’s an emotional weight to this kind of frustration; it’s the uncertainty that keeps you awake at night, wondering if you’re missing something crucial. As humans, we like control, and not knowing can feel like a lack of control.

Imagine two companies. One has transformed its entire approach to online sales by mastering Google and Bing ads, driving targeted traffic to a website with a seamless user experience, bringing in sale after sale. Meanwhile, another company, though equally capable, has never used paid ads or struggled when they did. They may think ads “aren’t for them” or “won’t work for their market.” But the truth? The only difference between these two companies is access to knowledge and willingness to keep trying, testing, and adapting.

The Journey from Not Knowing to Mastery

The first company didn’t start out with all the answers. There was a time they didn’t know what SEO or PPC was, much less how to use it to drive revenue. But they began with a small test, measured the results, adjusted, refined, and kept going. Over time, they became experts in their own right. That journey wasn’t easy, but they didn’t let “not knowing” stop them. They embraced it, pushed through, and today, they’re seeing sales because of it.

The other company may have tried ads once, only to find it didn’t work out. They may have felt defeated, thinking, “This just isn’t for us.” And so they stopped. It’s a painful but common experience – giving up because we don’t have the knowledge, tools, or guidance to see it through. And that’s where so many businesses get stuck, falling short of what’s possible simply because we don’t know what we don’t know.

Transforming Business by Transforming Mindset

I recently worked with a client whose business we doubled in less than a year. But it wasn’t a simple journey. This client, an MD, faced challenge after challenge. He questioned his decisions, doubted himself at times, and felt the weight of responsibility more heavily than ever. But he kept going. He trusted the process, trusted me as his advisor, and most importantly, he trusted himself to grow through the discomfort.

It’s in these moments that real growth happens. We find ourselves tested, feeling stretched to the limit, and that’s when we’re faced with a choice. Do we pull back and stick with what’s comfortable? Or do we lean in, embrace what we don’t know, and learn from it?

What It Means to Embrace the Unknown

Growth is not for the faint-hearted. It’s uncomfortable; it challenges us and forces us to confront our limitations. But that’s where the magic happens. When we allow ourselves to admit that we don’t have all the answers, we make room for transformation. It’s okay not to know everything. It’s okay to seek guidance, to ask questions, and to admit that the unknown is scary.

If you’re reading this and feel like there’s something holding you back, take a moment to ask yourself: What might I be missing? The limits we place on ourselves are often invisible, but they’re there. We can feel them, even if we don’t always recognise them.

That’s why I created Double Your Business. I want to share the insights, the tools, and the strategies that open new doors. Not every path will be easy, and not every risk will pay off instantly. But when you’re willing to push past what you know, when you’re open to discovering what you don’t know, then growth isn’t just possible — it’s inevitable.

To Your Success,

Best Wishes, Bradley Chapman www.bradleychapman.com WhatsApp: Contact Me

#DoubleYourBusiness #BusinessGrowth #EntrepreneurMindset #BusinessStrategy #KnowledgeIsPower #UKBusiness #BradleyChapman #BusinessConsulting #GrowthMindset #EmbraceTheUnknown