Organisations need to embrace uncertainty because of the Uncertainty Paradox, which states that the only certainty is uncertainty. No one can predict the future. This is the first concept I explore in my new book Risky Business: How Successful Organisations Embrace Uncertainty.
The most successful organisations learn to systematically confront and get comfortable with uncertainty. They learn to embrace it. They face the drivers of their uncertainty, one by one. Those they can proactively manage,





