Uncertainty Experts is an extraordinary feat of storytelling and science, it’s become an essential tool for our leaders and teams.
Biography
Sam Conniff is an international keynote speaker, best-selling author, and change-maker whose work explores uncertainty, rule-breaking, leadership, masculinity, and our response to automation. He co-founded the BAFTA-winning creative studio Don’t Panic and Livity, a Queen’s Award-winning youth enterprise, taking grassroots initiatives to global success.
His book Be More Pirate sparked a worldwide movement around good trouble and rule-breaking leadership. It invites people to think differently, challenge and be challenged, and stop asking permission to do what they know is right. In keynotes and workshops, Sam helps leaders and teams rewrite rules, shift behaviours, drive cultural change from within, and become more creative and confident catalysts for change.
With Netflix and University College London, Sam created Uncertainty Experts, the world’s first interactive documentary and first Entertainment Based Therapy immersive experience. Backed by research from UCL neuroscientists and psychologists, it has been scientifically proven to increase uncertainty tolerance and transform the ability to handle change. The work gives teams tools to move from fear to excitement, inertia to action, and anxiety to emotional resilience.
His work on Hard As Nails began with an award-winning national social experiment built on hundreds of anonymous male diaries. Raw, funny, and human, the talk challenges outdated ideas of strength and offers a blueprint for leadership grounded in emotional fluency, identity, and courage.
In Professional Rule-Breakers vs Robots, Sam moves the conversation beyond AI tools, trends, and tactics to judgement, curiosity, and agency. Working with behavioural scientists and leading AI engineers, he has developed cognitive prompts designed to increase cognitive flexibility, disrupt habitual thinking, and help audiences decide when rules serve progress and when they block it.
He is also co-author of The Uncertainty Toolkit, based on science and the personal accounts of people who channelled experiences of extreme unpredictability into success in the mainstream world. Across his work, Sam brings energy, humour, audience interaction, and practical mental tools to leaders and teams facing change.