Ceri speaks with author and former CEO Margaret Heffernan about embracing uncertainty as a creative tool. From her journey through theatre, BBC production, tech leadership, to becoming a bestselling author, she shares how uncertainty isn't something to fear but a space where possibility thrives. Her latest book also explores how artists navigate and flourish in unpredictability and how in uncertainty lies choice, freedom, opportunity, exploration and adventure.

KEY TAKEAWAYS

• Margaret embodies creative flexibility and has in her career, from theatre to BBC producer to tech CEO to acclaimed author, proved creative thinking transcends industries and can lead to unexpected opportunities.
• Uncertainty contains freedom, choice, and opportunity. If we eliminated it life would turn into a mere to-do list. Artists inherently understand this and demonstrate how to thrive within ambiguity.
• Heffernan tests ideas by asking: "If I ignore it, will it go away?" The ideas that persist (whether for businesses or books) are the ones worth pursuing, her creative instincts can guide important decisions.
• For emerging artists, the intrinsic reward of creating meaningful work often outweighs financial stability and many choose creative uncertainty over predictable comfort because the satisfaction exceeds anything else they could do.
• When faced with rejection or indifference to your ideas, instead of being crushed, consider that you might just need to explain it better. Persistence and refinement are essential creative skills.
• Perfectionism cripples creativity, experimentation and being willing to try different approaches when stuck can help you as an artist. Success often comes through iteration rather than getting it right the first time.
• Storytelling is central to communicating complex ideas effectively, Margaret structures her talks and writing around "tentpole stories" that support her arguments, making abstract concepts accessible and memorable.

BEST MOMENTS

"I'm quite startlingly comfortable with uncertainty. I remember the very last startup I ran, I ended up closing down because I could not find a path to profitability. I just had a real confidence that at some point it would become clear. And at some point it did."

"The hard boiled business person is going to say, look at the mess we're in, and you're saying we need more art? Are you out of your mind? The mess that got us here isn't gonna get us out. We need a very profound mindset shift."

"In uncertainty lies choice. In uncertainty lies freedom. In uncertainty lies opportunity, exploration, adventure. Most people don't wanna know what they're getting for their birthday."

"I use the test: if I ignore the idea, will it go away? The businesses I ended up running were ideas that wouldn't go away and I used pretty much the same test for books."

"For all that I was strongly advised not to write Embracing Uncertainty, regardless of how it does, I would've been very unhappy if I'd wimped out."

"Instead of getting crushed by indifference, I thought, actually I just need to explain it better. That's actually such a brilliantly inspiring take on taking responsibility for how we're communicating our ideas."

"We are not fated to be one thing or another. It's up to us.”

"When I talk to people about eliminating uncertainty, I'm only about halfway through the story when they suddenly realise, wow, this is not what we want. This is not what anyone wants in their life."

 

EPISODE RESOURCES

Guest Links:

https://www.mheffernan.com/

PODCAST HOST BIO

With over 30 years in the art world, Ceri has worked closely with leading artists and arts professionals, managed public and private galleries and charities, and curated more than 250 exhibitions and events. She sold artworks to major museums and private collectors and commissioned thousands of works across diverse media, from renowned artists such as John Akomfrah, Pipilotti Rist, Rafael Lozano-Hemmer and Vito Acconci. Now, she wants to share her extensive knowledge with you, so you can excel and achieve your goals.

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