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.
Radical Curiosity is fueled by awe—rather than fear—of the unknown.

Cultures vary in the degree to which they value openness and tolerate uncertainty. Some cultures lead people to experience anxiety in situations that are ambiguous or unpredictable, and these cultures are structured in ways that make the world seem more stable and predictable through strict rules and laws, shared beliefs, and circumscribed ways of
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