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.

It’s no wonder that Montessori is flourishing, along with other highly ideological school formats like Waldorf, Reggio Emilia, forest schooling, worldschooling, and many, many others.

These schools focus the chaos of parenting into something manageable, tightening the vice of parenting and family with heavy norms. They know their job is not to

One thing that sets these intensely creative individuals apart, as far as I can tell, is that when sitting with their thoughts they are uncommonly willing to linger in confusion. To be curious about that which confuses. Not too rapidly seeking the safety of knowing or the safety of a legible question, but waiting for a more powerful and subtle

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