Uncertainty Advantage The So What from BCG

Uncertainty is not a dirty word. While it may be impossible to predict the future, preparing for it is possible. Alan Iny, BCG’s partner and director of creativity and scenarios, explains that scenario planning and other exercises leave us better able to harness the future, whatever shape it takes. Iny acknowledges that this is hard work. Albert Einstein once doubted that atomic energy could be harnessed. But doubt itself is key to breaking free of stale business models and unlocking creativity.


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