Alright – so today we’ve got the honor of introducing you to Kate Brundle. We think you’ll enjoy our conversation, we’ve shared it below.

Kate, appreciate you joining us today. Alright, so we’d love to hear about how you got your first client or customer. What’s the story?

Our first client came on board a little before my time, but their story is one we’ll always cherish. It all started during the lockdown, when Sam Conniff, the creator of Uncertainty Experts, conceived the idea of an interactive documentary designed to help people navigate uncertainty in their lives. He pitched the concept to an old connection at Netflix—contacts in HR who had previously worked as commissioners for Netflix’s original programming.

These were people who recognized the unique potential of entertainment as a vehicle for personal growth and transformation. They saw something powerful in Sam’s vision: an entertainment-based therapy tool that combined storytelling, science, and self-reflection to create meaningful change.

From there, the collaboration came to life. We used unconventional and thought-provoking stories to spark imagination and new ways of thinking. We paired those stories with clear, science-backed explanations of the behaviors driving decision-making, framing everything in a way that resonated with the audience. Finally, we guided participants through safe, structured self-reflection, because recognizing current patterns is the first step toward any real change.

This trifecta—stories, science, and self-reflection—became the foundation of what we do. That first deal with Netflix HR wasn’t just the beginning of our revenue; it was proof that our approach worked and could make a difference. The excitement we felt was immense—it wasn’t just about earning our first dollar but about realizing the potential of what we had created.

Netflix funded the original ‘on a shoe string’ production budget and sent 250+ of their international team through the experience, seeing incredible results. They have continued to be a champion, supporter and advisor to Uncertainty Experts.

Kate, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

Let us introduce you to Uncertainty Experts—where science, storytelling, and self-development converge to redefine how individuals navigate a complex world.

Uncertainty Experts was born from the collective passion of a team dedicated to empowering people to thrive amid life’s most challenging uncertainties. Our work bridges disciplines and blends immersive storytelling with cutting-edge research to address what we call “wicked uncertainty problems.” These are the thorny, multifaceted challenges that defy easy answers but shape our modern lives—from personal resilience to global complexities.

Our journey began with a simple yet profound question: What if uncertainty wasn’t something to fear but an opportunity to grow? Fueled by insights from psychology, behavioral science, and systems thinking, we created transformative programs designed to help individuals and teams turn doubt into a springboard for progress.

We are proud to present the world’s first interactive documentary, Uncertainty Experts, scientifically proven (designed and validated by University College London) to increase an audience’s Uncertainty to Opportunity (UTO) score. But our offerings go beyond just viewing; they are immersive experiences that combine:

Scientific Research: Grounded in rigorous studies to deliver measurable impact.
Transmedia Storytelling: Engaging narratives that challenge conventional perspectives and spark actionable change.
Practical Toolkits: Tangible strategies to help people adapt, innovate, and grow in the face of uncertainty.
Counter-Cultural Anti-Heroes: Real-world change-makers who defy norms to inspire courage and creativity.
The Problems We Solve
Uncertainty can be paralyzing, especially in a world driven by short-term pressures and rapid change. Our programs are designed to shift perspectives and behaviors, helping individuals and organizations:

Break free from fear-driven decision-making.
Develop resilience and long-term thinking.
Embrace complexity and ambiguity as catalysts for growth.
What Sets Us Apart
We pride ourselves on delivering more than just insights; we offer transformation. Through a blend of engaging media, hands-on tools, and scientific validation, Uncertainty Experts stands apart as a truly interactive self-development journey. Participants don’t just consume content—they actively apply what they learn, creating lasting change.

We are incredibly proud of the measurable impact we’ve had on our participants. Our data shows significant improvements in attitudes and behaviors, enabling people to see more possibilities, take bolder actions, and ultimately be more than they thought possible.

Can you tell us the story behind how you met your business partner?

I met Sam Conniff 25 years ago when I was the first employee at one of his earlier businesses Livity, the multi-award-winning social enterprise and youth-led creative network. From a team of three we grew the business to 80+ people and one a Queens Award for Innovation as well as winning marketing agency of the year alongside getting 1,000s of young people into education, training or employment through our programmes and campaigns. Whilst I was having a couple of babies / bouncing between mat leaves Sam was writing the international best-seller and “modern life-bible” Be More Pirate.
After COVID it became clear to me that my time in agency life was coming to a close and Sam was in the infancy of Uncertainty Experts and approached me to help support on the expansion and development of the programme, the platform and community.

Do you sell on your site, or do you use a platform like Amazon, Etsy, Cratejoy, etc?

At Uncertainty Experts, we’ve chosen to host and sell our transformative programs directly through our own platform, powered by Kajabi. This decision was intentional – we originally relied on a complex tech stack to deliver the programme which meant we were having to switch between multiple platforms and learn new skillsets. We still use a tech stack but Kajabi has steam lined our multi subscription.

Kajabi offers an all-in-one platform that allows us to deliver our interactive documentaries and self-development journeys in a way that reflects our values of innovation and personalization. It provides us with the tools to integrate content delivery, email communication, community engagement, and analytics all in one place. It isn’t perfect but has really helped our workload and subscription costs.

The Pros of Using Kajabi
Control and Branding: Kajabi enables us to create a customized environment that embodies the essence of Uncertainty Experts. From design to user experience, everything feels cohesive and on-brand.
Integrated Tools: The platform consolidates everything we need—web hosting, course delivery, payment processing, and marketing automation—into one system. This efficiency saves time and reduces the need for third-party tools.
Community of experts: there is a good network of experts who are on hand to help create a better experience for your customers.

Cons
There are limitations with Kajabi, our main frustrations being:
– Product progress is basic, unreliable and difficult for us to use in the way our course is set up. this is a real downer when our corporate clients sending larger groups through want regular updates.
– There are quite a few funny glitches on the design side of things that can take a while to get your head around.
– Mailing list – many people say the delivery rate is low and the stats aren’t reliable.

Contact Info:

• Website: https://www.uncertaintyexperts.com
• Instagram: theuncertaintyexperts
• Linkedin: https://www.linkedin.com/company/uncertainty-experts/?viewAsMember=true