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Running a business means making decisions that hurt.
• Firing people you like.
• Walking away from easy money.
• Ending partnerships that no longer serve.
• Saying no to the thing that once felt like the thing.
And if you’re not making brutal decisions—
You’re probably avoiding the real ones.
🧠 The Cost of Avoidance
Avoidance has a cost.
It doesn’t show up right away—but it always lands.
• You lose time.
• You lose trust (in yourself, and from others).
• You lose momentum.
• Worst of all, you stay stuck in a version of the business (or life) that no longer fits.
Founders don’t fail because they made the wrong call.
They fail because they didn’t make a call at all.
🪓 My Personal Rule: Decide Fast, Clean, Honest
Here’s my filter when I’m stuck:
1. What’s true?
Not what I wish was true—what’s actually true.
2. What’s required?
What does this situation call for? Not emotionally. Logically.
3. What am I avoiding?
This is the gold. If there’s discomfort there, it’s probably where the decision lives.
4. Will this matter in 1 year? 5 years?
Zooming out almost always simplifies the choice.
5. What does peace look like here?
Not victory. Not ego. Peace.
That’s the one I go with.
🛡️ Zero Regret Doesn’t Mean Zero Emotion
I’ve made decisions that hurt people.
I’ve made decisions that felt risky, counterintuitive, cold.
But I’ve never made a decision that I regretted if I honoured the truth.
You don’t need to be liked.
You need to be clear.
And clarity only comes from facing reality without a filter.
👊 Brutal ≠ Unkind
Some of the kindest things you can do as a founder are:
• Fire fast
• End bad deals
• Pull the plug on mediocre work
• Walk away from things that no longer serve your mission
That’s leadership.
It’s not personal.
It’s precision.
👉 Ready to Build a Business Without Emotional Baggage?
→ [Explore the Founder Decision Framework] (coming soon)
→ Or [Book a Fit Call] and let’s clean up what’s holding you back
