When I saw the title of Matt Watkinson's new book, Mastering Uncertainty, earlier this year I jumped at the chance to interview him on the podcast.

Matt runs LA based agency Methodical. His first book, The 10 Principles Behind Great Customer Experiences had already been recommended on here by Nick Phipps back in episode 22 and having subsequently enjoyed his next book, The Grid, I was eager to see what Matt had to say about how we navigate these uncertain times.

It turns out the book is far from a response to our post-pandemic disarray, but a rallying cry to not only accept uncertainty as a constant reality, but to use it to our advantage.

There are so many new business takeaways in this conversation. I'll be bulk ordering copies of Mastering Uncertainty for my clients, and giving away a copy with this episode, as well as a copy of the Grid – essential reading for anyone running a business or selling marketing services to businesses. Listen in to find out how to win.

Also mentioned in this episode:

Gap Selling: Getting the Customer to Yes: How Problem-Centric Selling Increases Sales by Changing Everything You Know About Relationships, Overcoming Objections, Closing and Price by Keenan

Accelerating Excellence by James A. King

This episode is sponsored by E2M, the #1 white label digital agency partner. Visit https://www.e2msolutions.com/smallsparktheory/ to enjoy 20% discount on your first month.