My Role

Strategic creative and equity partner since the beginning.

Positioning, story, strategic creative development, and advisory through to acquisition by MediaZoo in 2025.

Entertainment Based Therapy

Nobody had made Entertainment Based Therapy before. There were documentaries, leadership & self-development programmes, scientific studies, but nobody had glued them all together long enough to see what might happen, until Uncertainty Experts.

The insight underneath it was simple. Uncertainty isn't a problem to be solved, it's a reality to get better at living inside. The skill was never eliminating doubt, it's staying open and able to act while the ground keeps shifting.

What’s Emerged

Created by Sam Conniff‍ ‍(author Be More Pirate), co-presented by cognitive scientist, Katherine Templar-Lewis (co-founder Kinda Studios), and shaped and wrangled by us all. Uncertainty Experts blends documentary storytelling (developed with Netflix), counter-cultural teachers (ex-gang leaders, ex-prisoners, refugees, trans Nasa scientists…), and evidence-based self-reflection rooted in psychology, neuroscience, and CBT.

Designed with scientists from UCL, it’s become the world's largest real-world study into the impacts of uncertainty on behaviour, with over 35,000+ participants. It’s scientifically proven to increase resilience, decisiveness, creativity, and empathy while reducing anxiety.

Trusted by the NHS, government, police, and brands such as Apple, Google, Lego, Nike, Netflix.

What’s Grown From It

Podcasts, TED talks, bonafide peer-reviewed scientific papers, and Sam & Katherine's book The Uncertainty Toolkit (Pan Macmillan, 2026).

Oh, and of course a sale to the lovely crew at MediaZoo which validated what we’d built and where its going from strength to strength. As LinkedIn says, “we’re just getting started”. (Rocket emoji)