Rebel Against Certainty in Strategy and Leadership

What’s the meaning of life? What’s my purpose?

These are age-old questions. Every generation asks the same or similar things, finds answers that satisfy them, and passes them down. Yet, the next generation always seems to start from scratch. Maybe the previous answers weren’t good enough. Or, perhaps it’s all by design.

Now, imagine someone appears out of nowhere and gives you the answers to these questions. They might look like this:

1. The meaning of life is X, and your purpose is Y. Different and seemingly unrelated. Y also happens to be everyone else's purpose. How would you feel knowing everyone shares the same purpose, while the meaning of life is something else? Would you ignore the meaning and just focus on your purpose because it offers some certainty?
2. The meaning of life is X, and your and everyone else’s purpose is also X. Everything aligns. It sounds logical, but does it bring the certainty everyone craves?
3. The meaning of life is X, and your purpose is X, but others have different purposes. Would you be comfortable with this variety?
4. The meaning of life is X, your purpose is Y, and everyone else’s purpose is X. Everyone else’s purpose aligns with the meaning of life, except yours. How would that make you feel?

In each case, you’ve received answers and a sense of certainty.

But did they really bring certainty? Did they remove unpredictability?

All these options seem a bit absurd, don’t they?

Absurdism and the Search for Meaning

Absurdism in philosophy argues that life is irrational and meaningless. It claims that the search for meaning leaves people in conflict with the world because life is indifferent and devoid of purpose. The absurd refers to this clash between humanity’s desire for meaning and the universe’s inability to provide one. It's seen as an inevitable part of human existence.

But what if life does have meaning, and our purpose is to discover it?

What if we are each given different tools, circumstances, starting points, and roles to play in this quest?

What if the meaning is the pulling force, the purpose is the process, and all the meaning is found in the process?

Perhaps it’s all part of a grand design, one we don’t fully understand.

We’re on a journey of discovery, and like any journey, it’s filled with uncertainty, adventure, wonder, and pain. These experiences are meant to transform us, helping us see more clearly as we progress.

It’s a grand paradox.

The universe may be meaningful, but its meaning is encrypted, and our task is to find the keys to decrypt it. A lifelong process.

Whether life has an inherent meaning we don’t yet understand or no meaning at all doesn’t really matter. We must keep moving forward, making sense of or giving meaning to who we are and our place in this world.

But, let’s return to absurdism and explore what it offers to help us move forward and exist within these paradoxes.

What Can Leaders Learn from Absurdism?

Absurdism suggests that instead of succumbing to despair, we can embrace the absurd and continue living with an awareness of life’s lack of ultimate meaning. Rather than seeking escape, absurdism advocates for rebellion—choosing to live authentically, embracing freedom, and creating one’s own values in a world without inherent meaning.

Absurdism empowers personal freedom by urging individuals to define their path without relying on external or universal truths. It encourages acceptance of the world’s unpredictable, uncontrollable nature. Instead of being paralyzed by uncertainty, we are encouraged to live fully and authentically in the present.

Here’s how leaders can apply this mindset:

Embrace Uncertainty for Growth and Innovation.

Absurdism calls for accepting uncertainty and using it as fuel for personal meaning, growth, and creativity.

For leaders, it means recognizing that no strategy, plan, or vision is perfect or immune to failure. Instead of seeking total control or rigid plans, leaders with an absurdist mindset become adaptable and open to creative solutions.

This translates to embracing the uncertainty of markets, technology, competitors, and external factors and their chaotic nature. You simply accept that you don’t have answers to everything, but you have the tools to find them.

Continuous transformation is the only true security in a constantly changing world. You course-correct accordingly.

Explore New Paths by Letting Go of Certainty

Absurdism teaches that once we accept the futility of seeking absolute certainty, we are free to explore new, uncharted paths.

Leaders who adopt this mindset are more willing to experiment with unconventional strategies, pivot when needed, and take bold, calculated risks. Flexibility and disruption become the norm. Leaders find personal meaning in their work, not by seeking a definitive endpoint, but by fully engaging in the process, knowing that success is about constant learning and evolution.

Strategy becomes a process of ongoing adaptation rather than a quest for the "right" answer, making organizations more dynamic and resilient.

Create Your Path and Meaning.

Absurdism calls for flexibility and freedom to pave our path.

Leadership can feel isolating, especially in the face of constant challenges. Absurdism empowers leaders to reclaim their purpose by creating personal meaning in their work. Leaders who do this inspire their teams with authenticity and passion, guiding them not with rigid answers, but with confidence that they are building something meaningful, even amid uncertainty.

Strategy shifts from being about crafting a perfect long-term plan to building flexible frameworks for the envisioned future.

No single strategy will fit all situations. This flexibility fosters creativity, as teams are not locked into rigid structures but can adjust based on real-time feedback.

Challenge Conventional Wisdom

Absurdism, with its emphasis on rebellion, pushes against conventional wisdom and norms.

Instead of simply following industry best practices or merely adapting to changes, leaders with this mindset invite bold experimentation and risk-taking. They encourage teams to think beyond traditional boundaries, defy established expectations, experiment, fail, and learn without fear.

By reframing failure as a natural part of the process rather than a final outcome, the absurdist strategy opens the door to continuous innovation.

Resilience in the Face of Uncertainty

In absurdism, the “absurd hero” continues despite knowing that their efforts may be futile.

Similarly, Similarly, leaders recognize that success isn’t guaranteed, but this pushes them to be resilient and committed to long-term goals.

Even when setbacks arise or results aren’t immediate, absurdist strategists keep moving forward, refining their methods and focusing on progress rather than perfection.

Rebel Against Certainty

I invite you to rebel against certainty and lead with a mindset of endless possibility.

Absurdism may seem counterintuitive for leaders, but by embracing the inherent unpredictability of life and business, leaders can foster a culture of resilience, creativity, and innovation.

Again, a paradox.

Leaders who embrace the absurd can craft strategies that evolve and adapt to a world full of chaos, driving long-term success in ways traditional approaches may not.

With great uncertainty and chaos comes even greater accountability and responsibility.

Comment below or connect with me to discuss your experiences or challenges with navigating uncertainty in your leadership journey.

Join me for more reflections on how art, science, philosophy, and spirituality intersect in strategy and leadership in next week’s edition. #alchemyinsystems