3 min readJust now

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Unknown unknowns are things we don’t even know exist — opportunities happening right now, somewhere on the web, completely outside our awareness.

In contrast, known unknowns are gaps we’re aware of: we know there’s something we don’t know in a specific area.

I build new website projects based on emerging trends, or even before trends begin, by predicting through intuition or previous experience what will capture user interest. But to make this possible, I need a starting point.

Sometimes, that starting point is a known unknown. For example, I already recognize the pattern of “video downloader” tools. From this, I can anticipate that any new social media platform — like Bluesky — will create demand for a corresponding tool: “Bluesky video downloader.” This starting point makes it relatively easy to identify new opportunities, build websites, and monetize them in various ways.

But how do I identify the unknown unknowns — the patterns I don’t even know exist yet? Recently, I encountered “Arduino online simulator” — a complete unknown unknown for me. Sure, it’s relatively established now, but building systems that surface these totally hidden opportunities at the right time? That’s a gold mine.

That’s what I actually do, specifically at unknwns.net (someday we might transform it into a SaaS). So, let’s go deeper into some techniques for identifying these unknowns:

1. People: Expand Your Network Beyond Your Niche

First, and perhaps most obvious, is meeting new people — attending conferences, meetups, and events. But here’s the key: these should be in different topics from your usual focus. It’s not easy to truly understand the needs of a slightly different field from what you work on daily, but that discomfort is exactly where unknown unknowns hide.

2. News and Reading: Cast a Wide Net

Reading across various topics daily — news, technical updates, magazines, blogs — exposes you to new opportunities. You’ll spot changes and emerging needs relatively quickly, often before they become mainstream.

3. Rising and Top Websites: Track What’s Gaining Traction

We don’t just want unknown unknowns — we want things that are fresh with little or no competition. I’ve built systems that frequently monitor rising or top websites for specific periods, categories, or overall trends. This approach really helps uncover new unknown unknowns with great potential before they become saturated.

4. Chat with AI: Explore Subcultures and Niches

Yes, it truly helps to discover unknowns and subcultures. AI can surface topics, communities, and needs you’d never think to search for on your own.

5. Continuous Work: Build Pattern Recognition

Actively working and creating new projects across different fields turns you into an expert at identifying new opportunities. You’ll develop mental patterns that work consistently — your intuition becomes your competitive advantage.

From Unknown to Known: Building Your Database

Once we discover new unknown unknowns, we add them to our known unknowns database. From there, it’s easier to follow specific topics for changes. Social media can be valuable here, but it’s also dangerous — algorithms create echo chambers that show only what aligns with your interests or point of view. You’ll completely miss unknown unknowns if you rely solely on social feeds.

All of this, combined with technical tools like Google Trends and keyword research platforms, creates a powerful system. That’s how we built a portfolio generating 90M+ pageviews in the last year.

Conclusion

I’ll be honest — this is more of a theoretical framework than a step-by-step practical guide. But it works. These techniques have helped me consistently discover opportunities others miss, and I’m constantly refining the approach.

I’d love to hear from you: What methods are you using to identify unknown unknowns? Have you built systems or processes that help you spot opportunities before they become obvious? What’s worked for you, and what hasn’t? Drop your suggestions, ideas, and experiences in the comments — let’s learn from each other.