Dealing with Uncertainty
Keely Adler and
Dealing with Uncertainty
the cost of being completely perfect in the face of unknown is too high
The Poetic Art of Living in a Time Between Worlds - Emerge
whatisemerging.com
"The leaf falling from the tree reaches the soil. The pebble thrown in the lake will reach the bottom. Equally certain in probability, as is the notion it's time to explore." - Unknown
For brands who find themselves in a culture of Exploration, the goal should be to usher their users into a culture of Transformation by creating certainty in the market.
In a high optimism, high risk environment like this, people need to be instilled with confidence to move forward.