People will create their own certainty.

Based on their needs and wants, it’s improbable that their version of certainty will be consistent with your hopes, aims and plans. Indeed, uncertainty means your plans are unlikely to be fully formed.

How you communicate is essential; it’s not about the messages you send, the articles you publish, the blogs you write or media channels you employ. It’s about the listening, the space, the opportunity for people to explain what uncertainty means to them.

Knowing how people feel and what they think will help design your strategy – don’t pass it up worrying about how you parse a message.