The best leaders act on incomplete information, understanding that 100% certainty is a myth that only exists in hindsight. The inability to decide amid ambiguity—choosing inaction—is a greater failure than making the wrong call.

Described as "absolutely unflappable," CMO Laura Kneebush reveals her method is a deliberate process, not just a personality trait. When faced with a crisis, she intentionally pauses, listens to understand all perspectives, thinks about the big picture, and only then creates a path forward.

Leaders often feel pressured to make quick decisions. However, in industries like life sciences where mistakes cost lives, true leadership vulnerability is admitting 'I don't know' and taking the time to gather more information. The right decision is often to wait.

To create a sense of stability, leaders should resist making promises they can't keep. Instead, they should offer transparency into their decision-making process. This builds trust in the leader's judgment and calms anxiety, even when the final outcome is unknown.

In a crisis, the public knows no one has all the answers. Attempting to project absolute certainty backfires. A more effective strategy is "confident humility": transparently sharing information gaps and explaining that plans will evolve as new data emerges, which builds credibility.

In extreme uncertainty like a fire or nuclear incident, waiting for perfect information is impossible. Effective leaders take small, iterative actions to gather data and update their strategy in real-time. This approach of 'acting your way into knowing' is more effective than trying to know everything before acting.

Beyond 'fight or flight,' Mercy Corps' CEO identifies a third, more dangerous crisis response: 'freeze.' She argues that holding still or failing to adapt guarantees a slow demise. For leaders facing existential threats, radical rethinking is the only viable path forward, even when the future is uncertain.

In volatile times, the instinct is to act decisively and quickly. Brené Brown argues the more effective approach is to pause, assess the situation holistically (like a soccer player controlling the ball), and then make a strategic move. This prevents reactive, scarcity-driven decisions that often backfire.

Economist Frank Knight's framework distinguishes risk (known probabilities) from uncertainty (unknowns). Today's business environment is filled with uncertainty, which triggers a natural fear and a 'freeze' response in leaders. Recognizing this distinction is the first step to acting despite incomplete information.