In brand strategy, I often see teams move forward when they feel pretty confident — when their odds of being right seem just above 50%.
But here’s the truth:
Being barely right isn’t good enough in high-stakes decisions.
The real value comes from pushing that confidence way higher — from 51% to 85%, for example.
Why?
Because the impact isn’t linear.
The difference between probably right and very likely right can flip a third of your bad bets into good ones.
That’s why great strategists pressure-test assumptions, gather more insight, and ask tougher questions — even when things feel clear.
✅ More clarity.
✅ Fewer missteps.
✅ Stronger outcomes.
The goal isn’t just to move — it’s to move with confidence and precision.
—BJ