As humans we have a tendency to seek to confirm data and to avoid disconfirming data. COVID-19 that has thrown plans large and small into disarray, but well before then, the pace of change was already challenging the ability of SMART materials and systems to achieve full scalable commercialisation. While plans may not be feasible, what is possible and indeed necessary is planning. In this presentation I will present a toolkit that takes account of and even embraces uncertainty as a planning method directed at a more effective route for commercialisation and market growth.