Ah, If Only We Could Be Certain Of The Outcome!

We spend our days (and frequently our nights) working with our clients to understand their customers. To find new ways to give them what they want. To grapple with what it is they really need. Or to engage them in interesting, motivating conversations. Most times, our partners are looking for real insight. But there’s often someone who’s looking for something else: certainty. They want to be absolutely sure of the outcome, or that the “answer” is right, or that this is the only way a scenario could possibly play out.

But there’s a problem with being certain. If we’re sure a customer will never buy our product, we may stop trying to sell it. When we’re convinced there’s no point in pitching our boss a new idea, we’ll stop advancing and growing. Or should we feel confident that there’s one right way to solve a problem, we may close our eyes to a more efficient, simpler solution put forward by a friend or colleague. When we take away risk, we also take away opportunity. So we say, don’t be so sure that certainty is the way to go. But Voltaire said it even better: “Le doute est désagréable, mais la certitude est ridicule”…(“Doubt is unpleasant, but certainty is absurd.”)

Next time you’re wishing for certainty, we hope you’ll consider the risk of getting what you wish for.

Taking some chances,

Megann and Steve



Make better decisions, get better results, grow your business. We use a deep toolkit of specialized techniques help clarify your objectives, identify decisions that must be made, and eliminate knowledge gaps, resulting in strategy with a firmer foundation and better results.

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