Will the new product launch be successful?
Is this really what customers want?
Will the digital marketing initiative drive enough sales?
Is this the right person to hire?
Will the redesign improve engagement?
Is the timing perfect?

The truth is that we can’t know for sure. That doesn’t stop us trying to act as if we do.
There’s nothing more seductive than confirmation and validation.
We actively seek them out, and yet we will do anything to avoid what we don’t know about our customers, the marketplace or the difference we hope to create.

The only way to know if we’ve done enough is to stop hiding from what we don’t know.
The act of digging into the unknowns is more useful than reaffirming what’s certain.

Image by Bob Vondereau.