With Netflix and University College London, Sam created Uncertainty Experts, the world’s first interactive documentary, which was scientifically proven to transform our ability to handle change. In 2025, Uncertainty Experts was acquired by learning and communications agency MediaZoo, with Sam continuing to lead its development in partnership with the company.
Sam has also created Hard As Nails, a cutting-edge campaign and ‘empathy engine’ that utilises behavioural science to measurably increase healthy masculinity, challenge harmful stereotypes, and redefine leadership.
Today Sam speaks globally on leadership, navigating change and uncertainty, rewriting rules and professional rule breaking. His latest keynote, Professional Rule Breaking vs AI, explores why compliance has quietly become the default response to automation, and why that loss of confidence, curiosity, and judgement is the bigger risk. It reframes rule-breaking not as rebellion, but as a responsible, necessary mindset for navigating change.
His latest book, The Uncertainty Toolkit: How to Worry Less and Do More, was published by Pan Macmillan in January 2026, culminating what is now the world’s largest study into the human impact of uncertainty.
