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How to Combat Certainty in 5 No-so-Easy Steps

December 29, 2016

Make It Your Problem

Certainty lays itself at our footsteps, across our thresh hold, in our email inbox and crams itself tightly into our heads. It robs us of creativity because ‘ a conclusion reached becomes a conclusion held.’ We conduct pseudo-experiments, gather strings of garble data, and hearken back to the theories of great scholars without so much a howdy do. The research confirms a suspicion and aligns with a desire and so it becomes a premise and then a fact. We continue to measure it and make it sacred. It can never be questioned, doubted or checked for its current relativity. Charging down the path towards an expectation, the certain choices lead to a specific and potentially altogether wrong destination. The surprise we feel when the findings, response or sales are chalked up to something else. We must have misread the data. The focus group was biased. The communication collateral wasn’t clear…

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