A or B? B or A? A or … um … B?
As simple as which dish on a menu or as complex as trusting assumptions that flip upside for downside risk. When the data won’t help you and no amount of analysis will make the decision for you. When you and everyone around you is waiting for the decision, and nobody can move until it comes. When it’s just about taking a punt.
If you can’t possibly know for sure, make a choice.
If it’s holding you back, make a choice.
Almost every time, make a choice.
Move forward but be smart about it. Look out for new data, test your assumptions, push for evidence of impact in either direction (right or wrong?). Be careful, keep your eyes wide open.
When all roads look the same, taking either one is better than waiting … waiting … for a sign to save you. So don’t wait.
Make the decision and get on with it.
What are you going to do?
When a choice is holding you back – and there’s no way you could know for sure:
- triangulate any data you have with whatever your gut tells you
- make a decision
- execute
- move on to the next problem.