On the strategic uses of ambiguity

Introducing a continuum of ambiguity and reflecting on importance of avoiding dead metaphors in the workplace

Image created by DALL-E 3

There are many things that mark individuals and organisations out as different. We can describe various characteristics and dispositions, but we can also point to different tolerances.

In this regard, perhaps the one we talk about the most is ‘risk’ tolerance, but in this post let’s explore the tolerance that individuals and organisations have to ambiguity. It’s key to understanding how change happens.

Let’s define terms

It might seem a little ironic to define a term like ‘ambiguity’, but it’s important to separate it from the idea that something is ‘vague’ or ‘unclear’.

The Oxford English Dictionary, for example, contains several definitions for ambiguity:

• Originally and chiefly with reference to language: the fact or quality of having different possible meanings; capacity for being interpreted in more than one way; (also) lack of specificity or exactness.
• An instance of ambiguity or uncertain meaning; a doubt; an uncertainty.
• A word or phrase that can be interpreted in more than one way; an ambiguous expression.
• A nuance which allows for an alternative reading of a piece of language; the fact or quality of having one or more such nuances.
• Uncertainty about one’s course of action; doubt, hesitation. Also an instance of this: a feeling of uncertainty, a doubt.
• The fact or quality of being difficult to categorise or identify, esp. due to changeable or contradictory qualities or characteristics. Also: something that is difficult to categorise or identify.

If some of these definitions seem like how work sometimes feels, then you’re not alone! Life is ambiguous, but in different ways. Some types of ambiguity are more useful than others, and having a tolerance for ambiguity can be helpful in avoiding ‘dead metaphors’.

Let’s dig deeper…

Introducing a continuum of ambiguity

The image below looks simple but comes from plenty of research which spans everything from literary criticism to philosophy.

CC BY Doug Belshaw via ambiguiti.es

Dead metaphors

One way of perhaps making this continuum immediately understandable is to say that something being ‘vague’ would be over to the left. The green bars represent different types of ambiguity, and then the phrase ‘dead metaphors’ represent terms and and ways of speaking which no longer have any explanatory power.

Here are some examples of dead metaphors — words or phrases which were once novel, but have become so common that they are now considered ‘dead’ or clichéd:

• Thinking outside the box — originally meant to encourage creative and unconventional thinking, it’s now a standard phrase for any form of innovation or different thinking.
• Moving the goalposts — once a useful metaphor for changing criteria or rules unfairly, it’s now a routine way of describing shifting standards or expectations.
• Game changer — initially used to describe something which changed radically the existing conditions or rules, now it’s often used to describe anything even slightly innovative.

So now we understand that we’re dealing with the majority of our working life: the stuff that happens between something just being really unclear or vague, on the one hand, and something being a dead metaphor, on the other.

Where does ambiguity come from?

While there are different types of ambiguity, they stem from the overlap between what is denoted by a statement and what is connotes.

CC BY Doug Belshaw via ambiguiti.es

The denotative aspect represents the literal, dictionary definition of a word, while the connotative aspect represents the associations, emotions, or additional meanings that the word carries beyond its literal definition.

There are many examples to help understand this:

• Dove — a bird (denotative) and also a sign of peace (connotative)
• Home — where someone lives (denotative) and also a feeling of comfort and familiarity (connotative)
• Cold — low temperature (denotative) and also a way of interacting that is unfriendly or distant.

The overlap in the diagram, indicated by the arrow, represents words that carry both denotative and connotative meanings simultaneously. This can lead to ambiguity because the person who wrote or spoke the words cannot control their connotation in the mind of someone else. The ambiguity arises from the interplay between the precise, literal meaning and the variable, subjective interpretation of a word’s connotation.

Types of ambiguity

Given that we live in language and use it to understand the world around us, ambiguity is inevitable. However, as mentioned above, and as shown in the continuum image, there are different types of ambiguity, which are more or less useful for various purposes.

One way of thinking about these different types is as the state change of a substance from gas, to liquid, through to solid:

• Generative Ambiguity — this is where ambiguity can give rise to new ideas or interpretations. These are not usually well-defined and often only make sense to an individual. For example, you may have a flash of insight as to how something you’ve been grappling with in your personal life can help you with your professional life. This would likely only make sense to you.
• Creative Ambiguity — here, ambiguity is used to help other people understand an idea. It remains highly contextual, so would only be understood by someone who shares your context: for example, you use a new term to make sense of how some problems your sector has been having are related.
• Productive Ambiguity — this represents ambiguity that is beneficial or intentional in generating positive outcomes because it helps people shift their view. For example, as part of a strategy where leaving things unsaid or open to interpretation can lead to more flexible and adaptable solutions.

So Generative Ambiguity is where a term or way of understanding something works for you. Creative Ambiguity is where it works for people like you (i.e. with similar domain knowledge). Productive Ambiguity is when it works for most people.

Using different types of ambiguity in your work

The first thing to say is that we should avoid vague, unclear statements as much as possible. Likewise, we need to stop talking in dead metaphors. Neither are particularly useful. Challenge both wherever you can.

Ambiguity, however, is useful, and sitting in it for a period of time can be creatively beneficial. Building up our tolerance of ambiguity involves recognising that not all ambiguity is equal — some types serve us better than others. Understanding how to use different types of ambiguity can be particularly useful in the workplace.

Generative Ambiguity

Generative ambiguity is a state where ideas are in flux, akin to a brainstorming session where every contribution is valued and nothing is off-limits.

To use this in your work:

• Encourage free thinking: create an environment where team members feel comfortable sharing unpolished ideas. This could be through regular brainstorming sessions or a digital ‘ideas board’.
• Embrace uncertainty: when presented with a new problem, resist the urge to find immediate clarity. Instead, allow ideas to percolate and evolve. (There’s a wonderful scene in I Capture the Castle where the character played by Bill Nighy points to scraps of paper pinned all around his room and says that his “ideas are percolating”)
• Reflect individually: set aside time for personal reflection. This can help in connecting disparate ideas, leading to innovative solutions.

Creative Ambiguity

Creative ambiguity thrives on context and shared understanding. It’s about communicating new concepts in a way that resonates with a specific audience.

To encourage this:

• Know your audience: tailor your communication to the background and experience of your team. After all, what makes sense in one context may not in another. This is particularly important if you work across countries and timezones.
• Use metaphors wisely: use fresh metaphors that align with your team’s experiences to illustrate complex ideas. Metaphors are extremely powerful, so think about the benefits and potentially unexpected consequences of introducing a new one.
• Test new terminology: introduce new terms or phrases that encapsulate broader concepts or strategies specific to your work environment. See what resonates.

Productive Ambiguity

Productive ambiguity can be strategic, helping build a culture which values flexible thinking without a one-size-fits-none ‘solution’.

To help this thrive:

• Encourage adaptability: when setting project goals, be clear on the outcomes but flexible on the methods to achieve them, allowing room for innovative approaches.
• Practice strategic communication: sometimes less is more. Give enough information to guide but not so much that it stifles alternative interpretations or solutions.
• Enable collaboration: bring together diverse teams to work on projects. The intersection of different knowledge bases can lead to a fruitful ambiguity that encourages new ways of thinking.

Conclusion

Navigating the continuum of ambiguity requires an awareness of language’s power and its impact on thought and communication. By consciously employing different types of ambiguity, we can create environments full ofinnovation, creativity, and strategic thinking.

It’s about choosing the right tool for the job: sometimes a scalpel, sometimes a hammer, and sometimes a paintbrush. Each type of ambiguity can be your ally, if approached with intention and understanding.

Do you need some help with navigating and using ambiguity in your organisation? WAO has extensive experience in mapping and finding leverage points! Get in touch for a free initial chat 😊

Note: this post is based on Doug Belshaw’s work for his doctoral thesis and his blog, ambiguiti.es