Risk is a quantifiable probability that your investment will go bad. Uncertainty is an unquantifiable probability that your investment may make or loose your money. When you know the risk, you’ll adjust your investment adjustment strategy appropriately. You'll be able to take long and short positions as appropriate to the investment instrument.
Where there is uncertainty or ignorance about, the investment strategy takes the option of a short in the dark or following somebody's opinion. Somebody’s opinion could be an expert or a gossip. And sometimes the two are indistinguishable. You’ll in turn impart the same to another who regards you as an expert and so forth until you get herd mentality. Which is good in a bullish market as the positive sentiment ("aka animal spirits") push investments upwards. And destructive in a bearish market as a negative feel devours itself.
Bottomline: your knowledge of your risk appetite, understanding and quantification of risk allied with certainty in SWOT analysis will improve your success in equity investment and investment generally.