# Fear, Uncertainty and Doubt (FUD) Fear, Uncertainty and Doubt are key forces that hold us back. Fear scares us. Uncertainty make us wonder what will happen; we project ourselves positively and negatively and often tend to anticipate the worst. Doubt makes us second guess our decisions. Those forces hold us still. FUD is often taken advantage of in marketing. Companies use FUD to create a sense of urgency, to make us buy now, to make us believe that we need something. They create the FUD.