Certainty is hard.
We relentessly study business drivers. Mapping their velocity of propagation into markets. From this we constantly update our channels and filters of intelligence.
"...you can borrow someone else's ideas,
but you can't borrow their conviction.
True conviction can only be obtained
by trusting your own research over that of others..."
Ian Cassel (2018)
Build your own independent conviction so you can stand alone. At least that is what we do.