Clarity vs. Certainty

I was talking with Josh Manley from Reply Buy on my last podcast, and he made the distinction (which we then had a conversation about) between clarity and certainty, and that a CEO’s job is to get to clarity, not certainty.

Clarity is when you have enough information to make an informed, best possible decision. And then you make the decision and go.

Certainty is grinding on the last 10% of a decision to get all possible information, at the expense of time and possibly market advantage.

Having the tendency to look for certainty, this really rang true for me as a meaningful and important distinction.