Uncertainty is a 'conscious awareness of ignorance.' It encapsulates our acknowledgement of the unknown, prompting us to either react quickly or analyze deliberately.
Instead of predicting the future, organizations should visualize various scenarios and engage in 'red team' critiques, exploring both optimistic and pessimistic outcomes.
Vague terms about uncertainty—like 'might' or 'could'—lead to misunderstandings. Clear communication of probabilities is essential, influencing strategic decisions effectively.
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