Dealing with Uncertainty
Keely Adler and
Dealing with Uncertainty
Keely Adler and

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.
Different as it sounds, this kind of triumphalism had something in common with paralysed heartbreak. One rested in arrogant assurance, while the other rested in despair. Both saw the future as something offstage, rather than as the thing we were always creating in every moment, whether we acknowledged it or not. And both forgot that essential truth
... See moreWe keep trying to manage ambiguity, and it keeps proving itself unmanageable, ungovernable. I’m coming around to thinking that ambiguity, like change, is a constant companion. And maybe instead of manipulating or avoiding it, we need to listen to what it has to say.