Entertainment Based Therapy

Strategic, creative, and equity partner since the beginning.

Self-development programmes, documentary, and scientific study already existed (obviously), but nobody had glued them all together to see what happened, until Uncertainty Experts. Working with Sam Conniff (UE creator, and author of Be More Pirate), Katherine Templar-Lewis (co-founder, Kinda Studios), and the small core crew, I helped shape the story, proposition, some spin-off products, and the overall creative experience. Somewhere along the way, 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 blending 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 now reached more than 40,000 participants and become the largest real-world study into the impact of uncertainty on behaviour. Designed with scientists from UCL and beyond, the research shows increases in resilience, decisiveness, creativity, and empathy, alongside reductions in anxiety.

Co-presented by Sam and Katherine, it’s now been used by the NHS, government, police, and organisations including 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 🚀).