The hard work of navigating ambiguity.

As entrepreneurs and creatives, that's our primary job: We navigate and tackle ambiguity and try to bring something concrete out of it on the other side. The job is like intentionally getting lost in the forest and trying to find our way out.

We take decisions by facing tough questions and making assertions and choices, despite the fear we face in making them; scary questions like "Who's it for?", "What's it for?".

It may not always show as a check mark on your to-do list, but the real work is done when you spend hours with ambiguity and come out on the other side with clarity.