A plea for uncertainty: Everybody complains about uncertainty, but it might be a good thing to have

There is no tool that can switch off uncertainty in business. The aim of strategic thinking is thus not to achieve certainty but to prepare us for uncertain times. There are no tools of strategic prudence, but there is an art of careful preparation. If a company is well prepared, and if it is fitter than its competitors – that is, it has excellent people, efficient and effective processes, and the organization works on innovative products – it still needs a deep human characteristic.