But an organisation with genuine clarity about who it is, where it is trying to go, and what decisions will get it there is not defenceless against that uncertainty. It is oriented inside it. It knows what signals to watch and which ones to ignore. It knows what a good decision looks like even when the data is ambiguous. It knows when to hold its course and when the signals that matter are strong enough to warrant a change of direction. It can move faster, waste less, and hold its shape under pressure in ways that organisations chasing certainty - commissioning the next round of research, waiting for the model to tell them what to do - simply cannot.

That is the job. It was always the job. It is the only honest account of what strategy can actually deliver. The work is not to make the uncertainty disappear. It never does.