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"The Upside of Uncertainty" by Nathan Furr and Susannah Harmon Furr is a guide to embracing uncertainty in decision-making.
The podcast presents a four-part framework—Reframe, Prime, Do, and Sustain—offering practical tools and real-world examples to help readers transform uncertainty into opportunity.
Each section provides actionable strategies for managing risk, building resilience, and fostering innovation. The authors argue that uncertainty isn't a problem to be solved but a reality to be leveraged for growth and transformation, illustrated through case studies like the Hieatts' successful jeans business.
