All of this is to say that you can’t predict what might work in advance: often, the only information you can trust when doing something new is what you learn when you poke at reality.

On some level it makes sense that entrepreneurs think effectually. When you can’t know what happens next, or what shapes your idea will take, you will, quite... See more

Naturally, these three ideas — uncertainty ability, the experimental organization, and strategy as creation — are just a sampling of the approaches we see emerging as complements to strategy in more stable markets. Uncertainty science doesn’t invalidate the prior strategic frameworks, but it does draw a boundary line, arguing that if you want to... See more