Probability is not a mere computation of odds on the dice or more complicated variants; it is the acceptance of the lack of certainty in our knowledge. — @nntaleb
You can’t be sure how it’s going to work out, but by using intuition, gut feelings, data, and viewing things through the lens of the Jobs-to-be-Done theory, you can take your next step.
Nothing is certain, but you have to move forward with what you know. That’s how you learn, instead of looking for an easy way out.
The only certain thing in marketing is that it’s full of uncertainty.