There is dialogue and discovery in this quadrant as well as risk. That risk earned them great public favor. On the flip side, consider Intel and the Pentium chip. Intel's decision not to reveal the flaw and their subsequent scrambling to make amends caused significant negative publicity. The Common Knowledge Quadrant.
Experience can be an enemy.
Past information filters thinking about the future. Success can keep us from venturing any further. They found out that one employee spent five days each month preparing a 25-page report that no one read. Conversely, an organization may need to restore the past. Think of the companies who now are returning to the practice of going out to the customer.