Buying Certainty

Pau, France, March, 2020

“I don’t know what to do.”

Such an offer typically does not keep many sellers in business very long.

As consumers, it is not the expected pitch when we search for solutions.

Opinions and ideas repeated loudly and frequently fill the world’s consumption machines with an endless supply of maps that chart the journey from here to there.

We are bombarded with possible outcomes framed by many noise-makers who hope to present a sense of certainty, especially in times of major disruption.

Even if just for a moment, if one of their maps reduces our gap of uncertainty — or helps us to briefly escape it — mission accomplished. We are drawn one more step onto their map.

To take a small step forward on our own map, maybe the words, “I don’t know what to do” are not such a bad purchase these days. These words help us to:

  • Shed unnecessary weight.
  • Figure out what we do know.
  • Choose only what truly matters most.
  • Shrink the market of sellers pushing their certainty.

“I don’t know what to do” helps us to clarify the uncertainty that creates a more honest transaction and exchange of ideas. First, within ourselves. Then, with one another.

Which leads to…

A better map from here to there.

With gratitude,


Olympic Gold Medalist & Performance Coach helping leaders & teams perform their best without compromising their lives.