Jeff Jochum's Blog   Unreasonable Thoughts from a Reasonable Man

I used to work with a guy who hated choosing. I’m sure he felt he had very valid reasons for this extreme choice-avoidance, but it always looked to me like he simply didn’t want to be “wrong.” Somewhere along the way, probably in b-school, he discovered that analysis was a really powerful tool to delay, and even avoid, choosing. I honestly believe he didn’t see the negative side-effect of this (Paralysis by Analysis) over the positive (Never owning a bad decision). Another advantage to deep-dive analysis on Every. Single. Thing. was that, when circumstance forced him to make a decision  (which was often) and it turned out to be wrong (almost as often), he’d blithely reply, “Well, anybody would’ve made the same decision when looking at the data.” Translation: I’m not any less stupid than you would be in my position.

Good one.

Over the years, I have found that it’s the ability to be decisive, especially when there isn’t enough data, that is the true separator of the sustainably successful from the generally unsuccessful (or once-lucky successful.)  How do I know? I spend a LOT of time around many successful business.  For instance, I just spent a week with five truly smart and successful entrepreneurs (see below) at our first CxO Fight Club event in Denver. And, in spite of all their amazing success, even they struggled to make the hard choices (mostly because they didn’t want to “choose poorly” and not because they didn’t know how) and they’ve been making a lot of great choices for quite a while now.  If its hard for them, I know its gotta be crazy tough for those who don’t have excellent track records to lean on.

Choosing is Hard.

I believe it all ties back to one of the Immutable Laws of Marketing (Ries & Trout) – The Law of Sacrifice: “You have to give up something in order to get something.”  Huh?

Think about it… When you make a decision to do something (anything!), you are also choosing to NOT DO EVERYTHING ELSE.  “OMG! What kind of a numskull would erase all other possibilities for unbridled, if indeterminate, success just to be decisive?” slips the trembling mouth of your insecure unconsciousness. Logically, your chances of being “right” just took a nosedive while your chance of being “wrong” skyrocketed, right?  Hmmm… So, why not just wait? As time marches on, opportunities will become more clear – correct?

If only it were that easy. You can’t worry about whether its always the right choice (do your best, that’s all) – as long as it is YOUR choice. Every successful business leader I’ve ever known shared a motto: I’d rather make a bad decision than have someone else make a good one because I couldn’t.  Being in business for yourself is often about having some sense of control over your world – not working for “the man” and all that.  Ironically, it is this benefit that you give up totally when you refuse to choose.

Did I mention that Choosing is Hard? Its like a muscle. You just have to do it.  Repeatedly. Often.

And, for those of you still a little timid about decisiveness, think of it this way – the more quickly you choose badly, the more time you’ll have to make it right. Just sayin’

CxO Fight Club – Jan 2010 fighters and trainers

DJ & Todd the CTO @ ShowIt | Bob & Dawn Davis | Me Ra Koh & Brian  (Winners) | Rachel & Andrew @ ShootQ | Lawrence & Julie @ Tofurious