Dealing with Uncertainty

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.

The problem (or at least one of the problems) is that the twin edicts to simultaneously optimize your team and life and to be flexible in light of an uncertain future are in opposition to each other. Optimization presumes a kind of certainty about the circumstances one is optimizing for, but that certainty is, more often than not, illusory.

Sendak understood that stories can be scary. He believed that we should all—kids and adults alike—experience stories that deliver encounters with all the emotions available to us; that scary stories are how we become prepared for any eventuality. Indeed, this is the very reason we need stories. We don’t do well with uncertainty, and so we seek out