In Dreamwork, we often focus on exploring the Unknown.  It usually much easier to work with the known and the certain, but for most organisations, the unknown and the uncertain is where most of the value and potential is.  In a market space, the Known quickly becomes commoditised and its perceived value will decrease rapidly.

Working with the Unknown can be frustrating, as it often does not conform to logic or rational explanations.  Traditional methods of analysis and forecast tend not to work and there often seem to be no causal connections between input and output.

However, for an organisation, the key factor in working with the unknown is not focusing on individuals and artefacts. Instead, it is accomplished focusing on the relationships between individuals and creating the space for value to emerge.