Summary
In today’s fast-changing marketing environment, admitting “I don’t know” can build more trust than projecting certainty. Incubeta CEO Amy Crowther argues that marketers and agencies should acknowledge uncertainty, particularly around AI, rather than pretend to have all the answers. Many stalled projects stem not from flawed strategies but from unspoken fears among stakeholders about job security, changing roles or unfamiliar technology. By openly identifying these concerns and collaboratively developing solutions, marketers can build stronger relationships and keep initiatives moving. Crowther says trust now comes from honesty, preparation and adaptability. Instead of presenting polished answers, marketers should acknowledge what remains unclear and develop practical plans with clients together.
Marketing Dive
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