In uncertain times, certainty is a highly valuable commodity
This has been, and continues to be, a profoundly unsettling time. Writing for WBEF back in April, Mott McDonald’s Anne Kerr drew on an historic example of how widespread uncertainty can quickly give way to something much more dangerous.
Referencing the 1832 cholera outbreak in Paris, she wrote: “Among the turmoil, rumours spread that King Louis-Philippe was poisoning people by adding arsenic to water wells. Panic and violence ensued, and the army struggled to maintain basic order. The lesson? Communications around impactful events need to be authoritative, clear, accurate and proactive.”
Jez Groom, CEO of Cowry Consulting, and expert in behavioural insights, picks up the thread. “The biggest challenge in decision making is often ambiguity,” he says. “Our brains don’t like to make decisions with unforeseen circumstances.”
Speaking from his desk in a central London co-working space, he cites quality communications as among the factors that encouraged him back into the office. He is a customer of one of the world’s leading Workspace-as-a-Service (WaaS) operators and credits them with providing the certainty he needed to confidently re-enter the workplace.
“The protocols and compliance information that they sent out, covering things like air quality, gave me the reassurance that I needed.”