04-07-2026IMPACT COUNCIL

When knowing less is worth more

In a world where you can know anything, the most powerful product move is choosing not to.

[Photo: Getty Images]

The Fast Company Impact Council is an invitation-only membership community of top leaders and experts who pay dues for access to peer learning, thought leadership, and more.

For decades, NBCUniversal’s “The More You Know” campaign has promoted the idea that knowledge is always a public good. And there’s certainly truth in that. But we’ve all watched as a movie character who starts to know too much soon meets their demise. As we navigate a reality inundated with an ever-growing amount of information, data, and artificial intelligence, I look to the recent unveiling of Banksy’s identity to see that we must reconsider the ‘more you know’ mentality.

Reuters published an investigation revealing Banksy’s identity, arguing the piece was a matter of public interest. I was surprised by the backlash that followed. While plenty of people flocked to the article, others actively avoided it simply because they prefer not to know. Perhaps the same part of us that is awed by a good magic trick and motivated to hypothesize about its secrets also revels in the mystery of Banksy. Indeed, his anonymity was critical to his impact. Obscurity allowed his work to be interpreted detached from his own socioeconomic, political, and personal........

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