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# Daily Lab: Uncertainty vanishes.
- URL: https://kelfordinc.com/daily-lab-uncertainty-vanishes/
- Published: 2023-04-12T10:21:47.000Z
- Updated: 2026-01-18T15:17:39.000Z
- Description: The anxiety that comes with the uncertainty of marketing isn’t a requirement to do great work.
- Author: Joel Kelly
- Tags: Daily Labs, uncertainty, anxiety, clarity, goals, mindset, strategy, value, distance

The anxiety that comes from the uncertainty of marketing isn’t a requirement to do great work.

The future is uncertain, that’s true, but how we’ll *handle* the future needn’t be.

With a clear marketing goal, a clear desire for your business, and a clear direction toward which you’re heading—flexibly, carefully, [sustainably](https://kelfordinc.com/if-you-cant-see-the-goal-set-a-pace/)—when the world, industry, or context change, you simply adapt. You don’t panic.

Not because you know *what happens next*.

But because you know *what you want*. And what it’ll take to get it.

One step at a time, each in the right direction for the current circumstances, without losing sight of the larger objective.

When you understand your value, and *who values it most*, you’re that much closer to *demonstrating that value at a distance*. Which is the very essence of marketing.

When you know what you want and what it'll take to get it, it isn’t that you simply *cope* with uncertainty better.

It’s that the *feeling* of uncertainty vanishes.

*Read more about [working with uncertainty](https://kelfordinc.com/how-to-savour-uncertainty/).*