REALISING THE POTENTIAL OF VARIETY TO DRIVE PROFITS – 3 OBSERVATIONS In my last article I addressed the attraction to certainty and the lengths they will go to in order to avoid uncertainty. In this article I will address the issue of variety – which might be seen by some as the antithesis of certainty. […]

REALISING THE POTENTIAL OF VARIETY TO DRIVE PROFITS – 3 OBSERVATIONS In my last article I addressed the attraction to certainty and the lengths they will go to in order to avoid uncertainty. In this article I will address the issue of variety – which might be seen by some as the antithesis of certainty. Of course it is not. Certainty applied to predictable outcomes while variety applies to having a variety of options and certainty within each one of them. Certainly variety can also involve an element of uncertainty – the kind of uncertainty that leads to surprise that in turn challenges and stimulates the senses. In this sense variety and uncertainty help us to feel alive. We enjoy uncertainty within clear parameters. Consider for example, when your birthday comes around. While some may like the certainty of a pair of socks each year, others like to be surprised…