Somehow we've tricked ourselves into thinking that we can be sure of things. We like being sure. We so like being sure that we want our agreements to have assurances. We want solutions that are sure-fire. We want the people we follow to be sure of themselves. We like bets that are sure-things. And here in the South, we like our food to be sure 'nuff good!

We think there's protection, safety, and prudence in being sure. Now, there is prudence and wisdom in properly assessing, measuring, and taking stock, but there is rarely sureness. And if there's one thing I'm sure of, it's that the assurances of the surest sureties will surely squelch all but the sure-fire possibilities. That's because brands aren't built from sureness, people aren't motivated by assurances, and the need to be sure before acting leads to fear and paralysis in an organization.

A clear vision for better things not yet seen; a passion that is excitable, catchable, and ownable by others; and the courage to venture into the uncharted possibilities that lie ahead - these are the things that drive, inspire, and rally. 

And they're also qualities of a GRIT-ter.