Five outstanding recommendations from Bain for developing a strategy under uncertain conditions (and what industry isn’t uncertain). Innovative, practical, wise, proven, and almost certainly not what you are doing now.

Six of the Agile Manifesto’s principles highlight how human superpowers are the key to success in the complexity and uncertainty of marketing.

The butterfly effect, the whimsical term for non-linearity, adds mystery to marketing. A human- machine intelligence partnership offers an effective way to surf the enigma.

The capriciousness of markets derives from the same complexity as traffic and weather. Many persistent marketing challenges are caused by the mismatch between long-accepted work practices and the market’s reality.

Some things are just out of our control. My nephew lamented on Facebook, “Patience is a virtue…that I don’t have right now”. Here are practices we can take up to “untangle” ourselves while we are waiting.

Today, the best marketers are scientists. They test. They research and analyze. They look to better understand customers and the future. It’s a role available to any marketer.

When the path forward contains unexpected, variable conditions or the destination is puzzling, executives need to employ strategies intended for turbulent situations.

Business complexity often arises from a spirited interaction of many players with independent motives. Randori, an Aikido exercise, is much the same.