In a corporate world that promotes and  celebrates predictability and clear outcomes, the works of Danish artist Ingvar Cronhammar invites us to consider an alternative view. Cronhammar was a visionary whose monumental creations bridge modern technology with echoes of the primitive past.  Among his notable works, a monument stands out as a testament to the power of embracing the unknown.


Elia, a large-scale art piece, is not just a monument but an exploration of the human condition. It delves into a theme that is as inherent to humanity as it is, paradoxically, feared in the corporate world: uncertainty. This emotion, so often avoided in business, is a staple of compelling storytelling, capturing and holding attention,  and stirring in the audience a deep-seated desire for resolution.

Take 2:31 minutes to watch this clip to see what makes Elie so special.


Cronhammar leverages emotion to create a unique experiential level in his art. By marrying the immediacy of modern technology with the elemental feeling of uncertainty, Elia challenges viewers to engage with the unknown in a new way. This monument, intentionally designed to evoke a sense of beautiful mystery and, for some, frustration, serves as a poignant reminder of the potential benefits of rethinking our approach to uncertainty in business.

Consider the impact of uncertainty in storytelling: it captivates, engages emotions, and keeps audiences on the edge of their seats, eager for resolution. This same principle can be applied to business processes, customer experiences, pitches, and sales strategies to name few.

What if, instead of striving to eliminate uncertainty, we embraced it or even intentionally design  for it? What new outcomes might emerge from such a shift in perspective? How might an eventual resolution to the designed unknown create an even greater impact for your business?

Embracing uncertainty in business can lead to more innovative thinking, greater flexibility, and a deeper connection with customers who are drawn to the authenticity and excitement of the unknown. Uncertainty drives human emotions and a desire for people to connect and engage. It’s real people  that buy and use our products and services. By allowing for unpredictability in your plans, you open the door to creative ways to connect and engage with new and unexpected opportunities.

Predictability and certainty rule the business world so much that we tend to forget that real people are doing the work, buying our products, and using our services. So in the spirit of Ingvar Cronhammar, challenge yourself once in a while. The next time you come up with that plan to squash the unknown  just stop and think, at least briefly…

should you?

Sign Up To Receive
The Lab Report

Delivered straight to your inbox.