Entertainment Based Therapy

Strategic, creative, and equity partner since the beginning.

Self-development programmes, documentary, and scientific study already existed (obviously), but nobody had stuck them all together to see what happened, until Uncertainty Experts. We inadvertently invented a new, highly effective genre and methodology - Entertainment Based Therapy (EBT).

The Intervention

You can’t solve uncertainty, but you can get better at living with it.

Uncertainty Experts is a transformative intervention that 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.

It’s become the largest real-world study into the impacts of uncertainty on behaviour, changing the lives of over 40,000 participants. Designed with scientists from UCL and beyond, it’s scientifically proven to increase resilience, decisiveness, creativity, and empathy while reducing anxiety.

Created by Sam Conniff‍ (author Be More Pirate), co-presented by cognitive scientist, Katherine Templar-Lewis (co-founder Kinda Studios), and shaped and developed by us all, it’s now trusted by the NHS, government, police, and brands such as Apple, Google, Lego, Nike, and Netflix.

What’s Grown From It

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

Oh, and of course a sale to the lovely crew at MediaZoo in 2025 which validated what we’d built and has provided a home for it to really grow into. As the LinkedIn bros say, “we’re just getting started” (insert 🚀).