Inviting doubt in a world that wants certainty

In business, we often reward clarity, confidence, and decisiveness. But sometimes, a well-placed doubt can cut through the noise far more effectively.

That’s the power of aporia – the rhetorical device that expresses puzzlement or uncertainty to provoke reflection. Not to dodge responsibility, but to open up new questions.

Here are a few examples I’ve seen used in practice:

“We say our people are our greatest asset. But if that’s true, why do we treat training as a cost centre rather than an investment?”

“We want people to take more ownership. But can ownership really flourish in a culture where decisions are still made at the top?”

“Everyone’s talking about innovation — but how do we create space for it when our KPIs still reward predictability?”

Doubt can be a doorway – not a weakness. Especially in change, where complexity and contradiction are always present.

Sometimes the most powerful thing a leader can say is: “I’m not sure – but let’s find out together.”