Certainty: The C in SCARF [drivers of human behavior]

Most people don’t do well with uncertainty (although it certainly is a part of reality, and some people have suggested that comfort with uncertainty is the greatest predictor of business success).

We’d rather get bad news now than wait and not know.

We’d rather have Uber tell us exactly how far away our Uber driver, than call a taxi and get a rough estimate. Same for Domino deliveries (even if those number are completely fake).