Nathan Furr is an Associate Professor of Strategy at INSEAD. His research focuses on how new and established firms adapt to technology, change, and enter new markets. Susannah Harmon Furr is a designer, entrepreneur, and art historian with a research focus on the Dutch Baroque period. She is the founder of a successful women’s clothing line inspired by her research on intricate embroidery.

In their new book, The Upside of Uncertainty: A Guide to Finding Possibility in the Unknown, Nathan and Susannah introduce a positive outlook on uncertainty, and how all possibility and success arise from uncertain situations.

Nathan and Susannah discuss with Martin Reeves, Chairman of the BCG Henderson Institute, their toolkit for productively managing uncertainty, “the uncertainty first aid cross”. They outline four distinct stages — reframe, prime, do and sustain — and number tools for each. Toward the end of their discussion, they touch upon the similarities and connections between harnessing individual and institutional uncertainty, as well as how the authors have applied their approaches in their own careers.