What To Do in the Certainly Uncertain Future

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Fill out [this short form]( to share your opinion about any exciting, unique, puzzling, or eyebrow-raising content example, idea, or trend you’ve seen this week (including pieces you’ve created). We’ll credit you as the source (and include your commentary) if we include your submission in an upcoming Friday article.  What To Do in the Certainly Uncertain Future Doesn’t it feel like there’s a lot of change in the air? I’m feeling like there’s so much change that I’m always behind. I’m behind in deadlines, behind in the research I should be doing, and behind in thinking about how behind I am. In the practice of content marketing, we think a lot about change. We think about how we’re going to convince leadership that what we’re doing is the right path, and how we’ll have to change based on their feedback. But, simultaneously, we think about how we’ll convince them to change the business to fit our vision for the future. Innovative change in business is an ideal. We look for it. We hope for it. We pay for consultants to come in and help point us in the right direction to find it. But transformation is something where everyone wants to own the result, and no one wants to own the process. Why is that? Most of the time, we’re less afraid of failing than we are of the doubt we have that we will succeed. Studies have shown that people would rather take a $100 bill sitting right in front of them than be given a 50% chance of winning $200. But we choose uncertainty if we’re faced with losing something. The same study showed that we would rather take the 50% chance of losing $200 than to definitely lose $100. This latter phenomenon is called[prospect theory](. In either case, we’re hardwired to stress out about uncertainty. It might be why “worry” is called the [most useless emotion](. We’re more likely to feel stressed and risk-averse because of the uncertainty of potential negative consequences, not because of predictable negative consequences. For example, imagine you’re late for an important flight. You jump into the car and find that traffic is oddly light. You’re making the best time ever. You feel great because you’re sure you’re going to make your flight. Conversely, if the traffic is bumper to bumper from mile one, you may resign yourself to missing the flight. You relax and start thinking about making alternate plans. Now imagine traffic is light at first, then heavy. The odds of making it to the airport drop to about 50/50 – and that’s when you stress out, pound your steering wheel, and tell yourself you’re an idiot for not planning better. I see something similar happening with content marketing strategies today. When I finish a workshop where we’ve brainstormed all kinds of change, everyone is tremendously excited and happy to envision the “new” environment. Traffic is light. But that happiness and confidence fade as we get into the actual planning and road mapping. It’s not the difficulty of the changes or even the audacious goals that make people freak out. It’s the uncertainty. What’s going to happen next? As rocks pile up in the path, we don’t fear the one we know (like budget constraints and political maneuvers). We feel stressed when we start to worry that we may encounter rocks we never saw coming. What’s the next variant we’ll have to deal with? Here’s the funny thing. It’s that not knowing that we have to embrace. For centuries monks, yogis, and those who practice meditation have said there’s a strength in occasionally surrendering control. I’ve found this to be true. Giving up control is helpful – it makes us better able to manage the unknown. The next time you’re concerned about that big, innovative change process, accept the uncertainty. Know that you will encounter unexpected rocks – and surrender yourself to the good and the bad they may bring. As my grandfather used to say, “If you’re already in the river, you might as well go with the flow.” It’s your story. Tell it well. (And [tell us your thoughts](mailto:cmi_info@informa.com?subject=Feedback) about Robert’s note.) Robert Rose Chief Strategy Advisor Content Marketing Institute You're getting this exclusive article from Robert Rose as a perk of your newsletter subscription. Do you have colleagues or friends who would benefit from Robert's weekly updates? If so, please invite them to [subscribe]( here.  A Word From One of Our Content VIPs Three Content Challenges for Employer Branding + Next Steps for Success Employer branding comes down to the basics: core values, culture & leadership. During this “War on Talent”, revisit and refine aspects of your brand that impact current and prospective employees with this guide. the Guide »](  Content Marketing Job Listings Currently on a job search? Thinking about switching gears with your career? 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