How Removing Uncertainty Grows Your Business

by | Oct 29, 2021

It seems like for the last couple of years, uncertainty has defined our existence. Through the global pandemic of 2020 and 2021 (and counting…), we just never seem to hit a stride of life where things are consistent and predictable.

We’re surrounded by uncertainty. Not just the kind of uncertainty where we’re not sure what we’re going to have for breakfast in the morning.

The kind of uncertainty where we don’t know if we, or a loved one, might get severely ill.

We don’t know if our job, or our spouse’s job, will be there tomorrow.

The kind of uncertainty where we don’t know if our kids will be quarantined for 2 weeks from school or school might close altogether for a stretch.

It’s no wonder rates of depression and all the bad outcomes that come with it have skyrocketed in our country. Sometimes it just feels like we can’t catch a break!

I’m sure you often feel that way too. I know I do!

So, as business owners, is there anything we can do to remove some uncertainty from people’s lives?


In fact, I believe we have an obligation to remove as much uncertainty as possible from our employees’ lives and our customers’ lives. It is both the right thing to do and the profitable thing to do.

Here are a few reasons why you should actively remove uncertainty anywhere you possibly can as a business owner.

Removing Uncertainty Helps Retain Employees

If you own a business, you’re very aware that we’re experiencing what some are calling the “Great Resignation.” Employees are leaving the workforce in droves in search of better jobs and more fulfilling lives.

Now, there are a variety of reasons for this Great Resignation.

  • Low wages
  • Unfulfilling work
  • The desire for something more
  • Thankless jobs (food service, etc.)
  • Personal and professional attacks for
  • people in education, healthcare, law enforcement, and more

I believe one of the big reasons people are leaving jobs in droves is uncertainty. They don’t know what tomorrow holds, both professionally and personally.

Why stick it out in a job you don’t love when the last 2 years have made it very clear tomorrow is not promised?

As an employer, you can bake in some certainty to your employees’ lives and relieve some of that stress that is weighing them down.

3 ways to remove uncertainty from your employees

  1. Give your employees clear job descriptions and cast a clear vision for what success looks like for them in their position. Give them attainable and clear goals in their role. Leave no uncertainty as to what they are aiming for in their job.
  2. As much as you can, provide your employees with professional development opportunities so they can grow as individuals and professionals. It will give them a sense of purpose as well as be a benefit to your company.
  3. If your company is struggling right now, let them know what benchmarks need to be hit to keep the lights on. Let them know what you need from them to get there. Also, be transparent. If things are bad and you might have to let them go. Tell them what that scenario looks like so they know it’s coming and can prepare. They’re humans first. Employees second.

Think through the context of your business. What can you do to bake in as much certainty as possible for your employees so they want to stay on board?

Removing Uncertainty Builds Confidence

Uncertainty breeds doubt. When the path ahead is uncertain, we naturally start believing we can’t make it. We doubt ourselves. We doubt the people around us. Most importantly for you, your employees and customers start to doubt your business.

By removing uncertainty from your business, you create confidence in both your employees and your customers that they can trust you and are safe with you.

Removing uncertainty is brand building. Word will travel if there is a lack of certainty in your brand. When people aren’t sure you can do what you say you can do, they’ll talk about it.

On the converse side, the more certainty you can provide, the more people will talk about the trust and confidence they have in you. It can be the difference between raving fans that generate referrals and losing business because people gossip.

Removing Uncertainty Gets You More Clients

No one likes uncertainty. Especially your potential customers.

If you allow uncertainty to creep into your customer journey, they are less likely to hire you.

Unfortunately, this is where most businesses fail in their marketing. A customer visits your website, thinks you can help them overcome their problem, but has no idea what working with you looks like. They don’t know what step to take next.

When you leave your process a mystery to your clients, they write their own story in their heads about what working with you will be like. Honestly, you’re not going to like the story they write and it’s not accurate.

You need to be extremely clear about what your client’s journey in working with you will look like.

  1. What are the steps they’ll take in working with you?
  2. What does success look like for them?
  3. What might failure look like for them?

Spell it out!

This is where your business’s process plan comes into play. You can read more about why your business needs a process plan in this article. Basically, a process plan lays out in a few clear steps what it will look like to work with you.

  1. How does someone hire you?
  2. How do you work to overcome their problem?
  3. What does success look like after working with you?

Even just laying it out in three simple steps can ease a potential customer’s uncertainty and give them confidence in hiring you.

Think about it like a garden hose. Removing uncertainty is like removing the kink from the hose. Water (clients) flow freely because they know where to go. There is a clear path.

When you allow uncertainty to fester, the hose kinks and the water stops in its tracks wondering if there is any way past the blockage. They stop moving.

What Uncertainty is Festering in Your Business?

Take stock of your business. Talk to your employees. Chat with your current and past clients or customers. Let them identify and be honest about what uncertainties they have or had with your business.

Cleaning up uncertainty and providing a clear path for your employees and customers is not only the right thing to do, it’s the profitable thing to do. Happy employees and a free flow of new clients will build a strong business.

Our world is full of uncertainty. Especially in the last couple of years. Don’t let your business be just another thing adding uncertainty and anxiety to people’s lives. Be one thing they can count on to deliver certainty.

Your employees will reward you by sticking around and working hard. Your customers will reward you with their business.

If you want to take the uncertainty out of your marketing and website. Schedule a call with us today. We would love to help you create a clear path for potential clients and grow the business of your dreams.

Bonus: Removing uncertainty from your brick and mortar shop during COVID.

Regardless of where you might stand on the never-ending mask debate, you can help remove uncertainty for people who want to visit your business in person.

Both masking advocates and those who disagree feel some uncertainty when visiting brick and mortar businesses.

  • Do I need to wear a mask?
  • Will I be hassled for not masking?
  • Will I be hassled for wearing a mask?
  • What does this business prefer?

There are a lot of questions no matter where you or your customers stand. So, make sure you have signage on your door stating your expectations. Also, put a note on your website that lists which, if any, covid precautions you take and expect your customers to take.

Doing this removes uncertainty and stress from your customers and helps them make the decision to visit you in person.


How do you remove uncertainty for your employees and customers? Leave a comment and let us know!


Submit a Comment

Your email address will not be published. Required fields are marked *

Did you find this helpful? We send out actionable marketing tips every Tuesday morning to help your small business win more.

Complete the form to get what you need to grow your small business.

Recent Articles: