“Genuine uncertainty is economic uncertainty: politics, the economy, AI. That's uncertainty you can't avoid, and every entrepreneur faces it. The avoidable ambiguity is understanding your cost to deliver. That is a number finance can work out. There is no excuse, if you have the right governance and discipline, for not being on top of that number.”

…at it constantly as to how it's impacting your bottom line, is your margin higher temporarily? Do you know exactly how many hours are being spent? Are you doing revisions? If you're not on top of that, then you will get bad data. And again, there's nothing finance can really do at that point.

…which of course I am, but explain it to me like I'm an agency owner that does not have a finance background. I'm a, I'm a, I actually am a writer by trade. So explain it to me like you know, I don't really get finance. What's the difference between avoidable ambiguity and genuine uncertainty?

So why don't we all know that number? Like if that's the, if that's the critical number to know, what gets in the way of us knowing it?

Typically growth, because you get complexity. When you move to 100, you know, let's say 100 person marketing firm, you have different layers underneath that. You have managers managing managers, right? You have department budgets. You've got targets that are, you're being told by other folks, you…

So you're saying that a small agency of less than 10 people, the founder knows all the numbers they need to know.