In marketing, we often deal with uncertainty. With 50% of the information we need to make 100% of the decisions.
When we do, it’s perceived as good leadership to go for a “vision”. Commit to the best possible assumption and act accordingly.
What I’ve found as great leadership is the commitment to a hypothesis. When we all commit to the uncertainty of a test, we know that a change of perspective in the future is inevitable. Because we will be wrong at a certain point.
Assumptions will move us faster, whilst hypothesis will bring us further.