If you accept for a minute that certainty is good, then, is uncertainty bad?
No. In fact, no to both, which means your minute is up.
I believe uncertainty is actually healthy. It’s a curiosity to find out for yourself. Google makes it easier that ever to do that. In fact, the minute you come at me with certainty is the minute I know you’re trying to sell you something.
Uncertainty is also an attitude that guards against taking things for granted. Don’t. Take things for granted. Never be certain about why customers buy from you, how they perceive you, that current customers will remain loyal, and especially don’t be certain the things that brought you to where you are today will take you into the future. Customers are a moving target. Everything, actually, is a moving target. Keep testing, listening, experimenting. Certainty isn’t serving you.