“At a time when algorithms promise to extinguish all doubt, Heffernan makes a compelling case for uncertainty as humanity's greatest resource. Her deep examination of how artists work offers an inspired and inspiring model for thriving in an unpredictable world.” Daniel H. Pink, author of The Power of Regret, Drive and Whole New Mind

"A fascinating and thought-provoking read. Margaret Heffernan makes it very clear that, confronted by uncertainty, we need to think like artists. Embracing Uncertainty is current, unique in its approach, solid and necessary.” Penny Hay, Bath Spa University

“A call to creativity, written as a response to the deadening effects of tech-enabled managerialism. This long-overdue book invites readers of whatever stripe to learn from the way artists work, to see uncertainty for what it is: ‘the great propulsive power behind curiosity, learning, discovery and invention – the essence of being human’.” Tracey Camilleri, co-author of The Social Brain

“A timely, insightful book about staying creative in a changing world. Using her extensive experience and impressive knowledge, Margaret Heffernan highlights what it takes to excel in turbulent times.” Adam Grant, author of Think Again and Hidden Potential, and host of the podcast Re:Thinking

"There is no more compelling, convincing and articulate guide to what the arts have to teach us about uncertainty than Margaret Heffernan. " Robert Poynton, author of Do Improvise

"Margaret Heffernan's beautifully expressed insight that the essential quality of artistry is a strength we all need and can develop in ourselves is hugely welcome. A life-enhancing book.” Lucy Parker, co-author of The Activist Leader and Senior Partner at Brunswick Group

'I loved [the] book, it made me feel connected to the struggles of so many artists, writers and performers in all mediums through [its] enormous empathy for the creative process.' Peter Kennard, Professor Emeritus, Royal College of Art

★ A brand-new work by Margaret Heffernan, professor at the University of Bath’s School of Management—named to The Silicon Valley Reporter’s Top 100 Internet Figures, The Hollywood Reporter’s Top 100 Media Executives, and Stream Magazine’s Top 20 Influencers. A veteran BBC producer and chair of the Design and Artists Copyright Society, she has also been nominated for a Sony Award and shortlisted for the Financial Times Business Book of the Year.
★ Highly recommended by numerous leading artists and scholarly experts, including:
◎ Peter Kennard, Honorary Professor at the Royal College of Art and renowned montage artist;
◎ Daniel H. Pink, globally celebrated business thinker, futurist, and trendsetter, author of the landmark social science work A Whole New Mind;
◎ Adam Grant, Wharton School tenured professor and author of bestselling books such as Originals and Option B.

★ In March 2025, the author appeared on BBC Radio 4’s “Free Thinking” program with this book, exploring the uncertainties facing the art world under the title “Inaction Is Not an Option for Creative Professionals.”
★ In April 2025, The Financial Times published a special article by the author titled “The Role of Art in Turbulent Times,” written in connection with the book.
★ Also in April 2025, the author participated in a special event at Arnolfini Gallery, where she joined Andrew Kelly, former director of Bristol’s creative agency, to discuss the book’s creative inspiration and the vital role of art and artists in addressing the widespread uncertainty of our era.

★ Cutting-edge, original, and thoroughly grounded—this is a powerful call for “creativity and curiosity.” Drawing on her profound knowledge, extensive experience, and deep empathy, the author exposes the fallacy of the false dichotomy between artificial intelligence and artistic creation, urging artists—and all of us—to consider:
◎ How can writers, musicians, and visual artists thrive in an AI‑dominated world?
◎ Under technology‑driven managerialism, how will creative thinking, curiosity, and innovation continue to flourish?
◎ What happens when the arts and humanities are stripped from education systems, leaving behind only “paradigm” answers and “paradigm” talent?
◎ As AI appropriates artists’ works, how can creators’ copyrights and interests be safeguarded?
◎ How can each of us think like an artist in the age of AI, helping to prevent the emergence of a numb, complacent world? …and more.

Most people detest and fear uncertainty; it generates immense stress and anxiety, often leading us to abandon doubt, become passive, dependent, and even addicted—and increasingly anxious than ever before. Yet in our current obsession with pursuing the certainty promised by technology and micromanagement, the situation only worsens, depriving innovation, adaptability, and invention of the opportunities they deserve.
Artists have always lived with uncertainty, but rather than waiting for the future, they embrace autonomy and freedom, forging ahead to create and innovate. Faced with mounting uncertainty, what can we learn from them?
In an era when organizations crave innovation yet lament their employees’ lack of creativity and initiative, art has never been more vital to our future. We may not all be artists, but we can learn to think like them.
Author Margaret Heffernan makes a compelling case that art is deeply intertwined with every facet of our lives, and that artists—through their perseverance, freedom, and resilience—can guide us.

Margaret Heffernan
Margaret Heffernan is a widely acclaimed entrepreneur, producer, professor, author, and speaker. She is currently a Practitioner Professor at the University of Bath’s School of Management in the UK, where she mentors CEOs and senior executives of major global organizations, as well as leaders in associations and universities. A former renowned producer at the BBC, she has served as CEO of five companies and is the author of five books exploring business and leadership. She is also a highly popular TED speaker.

For 13 years, Margaret Heffernan worked as a drama and documentary producer at the BBC. Later, she spent eight years running media technology companies in the United States, earning recognition as one of the “Internet Top 100” by Silicon Valley Report, one of the “Top 100 Media Executives” by The Hollywood Reporter, and one of the “TOP 25” by Streaming Media magazine.

- In 2008, her BBC Radio 4 documentary on the rise of women entrepreneurs, *Changing the Rules*, won the Prowess Media Award.
- Her radio dramas *Enron* and *Power Play* aired on BBC Radio 4 and were nominated for Sony Awards.
- In 2011, her book *A Bigger Prize: Why Competition Isn’t Everything and How We Can Do Better* (Simon & Schuster, 2014) was shortlisted for the Financial Times Best Business Book Award. Other notable works include:
- *A Bigger Prize: Why Competition Isn’t Everything and How We Can Do Better* (Simon & Schuster, 2014).
- *Beyond Measure: The Big Data Delusion* (published by Simon & Schuster and commissioned by the TED Conference).
- *How She Does It: Lessons in Leadership from Women at the Top* (Viking Adult, 2007; later reissued in paperback as *Women at the Top*, Penguin, 2008).
- *The Naked Truth: A Working Woman’s Manifesto on Business and What Really Matters* (Jossey-Bass, 2004).

Her perspective as an author stems from her experience running businesses in the fiercely competitive creative talent market. Her work has earned both academic respect and acclaim, while also capturing the attention of executives who value insights tested by real-world leadership.

She studied at the University of Cambridge, where she earned a Master of Arts degree. In 2011, she was awarded an honorary degree by the University of Bath, where she serves as a regular lecturer on the MBA program. She also chairs the board of DACS (Design and Artists Copyright Society), a non-profit organization founded in 1984 to safeguard, protect, and manage artists’ rights and maximize their royalties.

Her TED talks have been viewed by millions. She frequently appears as a presenter on BBC Radio 4 and has created numerous dramas and programs. In 2023, she was inducted into the Thinkers50 Hall of Fame in recognition of the impact of her work.

Early TED Talks
- In June 2012, Heffernan spoke at TEDGlobal on “Daring to Disagree,” highlighting the role of debate and questioning in building great research teams and companies.
- In March 2013, she delivered another TED talk at TEDxDanube, focusing on the dangers of willful blindness.
- In May 2015, at the 2015 TEDWomen conference, she gave a talk titled “Why It’s Time to Forget Hierarchies at Work,” emphasizing how social capital can make candor safe, encourage more frequent conflict, and lead to better outcomes.
- In July 2019, she delivered her fourth TED talk at the 2019 TED Summit, arguing that solving modern challenges in business, government, and everyday life requires more human skills, not just technology.

Prologue: the cost of certainty
1. Deep hanging out
2. Into the forest
3. Call and response
4. Prepared minds
5. Kill all the poets: art and politics
Epilogue: the benefits of uncertainty