When You Don’t Know What to Do: Decision-Making Strategies for Entrepreneurs

Here are the three most important things you need to know when it comes to the episode:

“When You Don’t Know What to Do: Decision-Making Strategies for Entrepreneurs”

Each principle is essential for startup founders, business owners, and anyone building something from scratch—especially when the stakes are high, the path is unclear, or fear and overthinking start to creep in.

1. 

Clarity Comes from Action, Not Just Thinking

Why it matters:

When entrepreneurs feel stuck, the natural instinct is to think more. We overanalyze. We make endless pros and cons lists. We research until we’re numb. But clarity doesn’t always come from sitting still—it often comes after you take a step forward.

The takeaway:

You don’t need perfect information to make a decision. You need enough information to make a smart first move. Real insight lives on the other side of action. Launch the test. Call the customer. Ask for the feedback. One small decision leads to the next.

2. 

Not Deciding Is a Decision—And Often the Worst One

Why it matters:

Indecision feels safe. If we don’t move, we don’t risk. But in business, standing still while the world moves on is one of the fastest ways to lose momentum, miss opportunities, or watch your competition sprint past you. Fear of failure keeps too many entrepreneurs in a holding pattern.

The takeaway:

Even the wrong decision, made with intention and humility, will teach you more than doing nothing at all. Action creates momentum. Indecision creates paralysis. Trust that you can adjust later, but don’t get stuck trying to be perfect on the first try.

3. 

Use Principles, Not Emotions, to Guide You

Why it matters:

Emotion is a natural part of entrepreneurship—especially when you’re passionate about your vision or when the pressure is on. But decisions rooted in panic, ego, or insecurity often lead to regrets. That’s why great leaders don’t rely on how they feel in the moment. They rely on principles—guiding truths that help cut through the noise.

The takeaway:

Develop a decision framework rooted in your mission, your customer promise, your values, and your goals. Ask yourself:

• “Will this move us closer to our mission?”
• “Does this align with how I want to lead?”
• “What would the version of me I’m trying to become do in this moment?”

Great decisions aren’t just made—they’re anchored. Emotion may scream in your ear, but principles whisper truth that stands the test of time.

Startup Business 101

Startup Business 101 is a company that helps people start and run a successful business.  It consists of a Startup Business 101 Blog, Startup Business 101 Podcast, and a Startup Business 101 YouTube Channel.  StartupBusiness101.com has many resources to help entrepreneur navigate their way to begin their business and resources to help them it succeeds. 

If you want to start a company or have questions on what it takes to make your small business successful, check out our resources.

Contact Information

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Transcript

When You Don’t Know What to Do: Decision-Making Strategies for Entrepreneurs

Introduction

There’s a moment—one that every single entrepreneur hits—where everything just feels… stuck.

You’re standing at a fork in the road. One path leads forward, the other backward, and maybe three more spin off into the unknown. The pressure’s building, the clock is ticking, and yet no option feels 100% right. It’s the weight of responsibility mixed with fear of the unknown. And in that moment, you might think to yourself, “I don’t know what to do.”

If that’s you right now—this episode was made for you.

Whether you’re trying to decide if it’s time to hire your first employee, raise your prices, pivot your product, end a partnership, or shut something down that you’ve poured your soul into—welcome. You’re not alone. In fact, you’re standing in one of the most defining moments of your entrepreneurial journey: the moment of decision.

See, the myth we’re often sold is that successful entrepreneurs always “just know” what to do. But the truth? Most of us are making decisions with imperfect information, real risk, and very real stakes. What sets the strong apart isn’t perfect clarity—it’s the courage to move, the wisdom to reflect, and the discipline to align every decision with something bigger than fear.

In today’s episode, we’re going to unpack that moment of not knowing—and reframe it.

We’re going to talk about:

• How clarity actually comes from movement, not from sitting still.
• Why indecision is often more dangerous than choosing “wrong.”
• And how you can build a decision-making framework based on your mission, values, and long-term vision, instead of your momentary emotions.

Because let’s be honest—building a business is not for the faint of heart. You’re forced to make dozens of decisions every week, sometimes every day, that impact not just your bank account, but your time, your energy, your team, and your reputation. And when the pressure’s on, it’s tempting to retreat, freeze up, or play it safe. But that’s not how greatness is built.

This isn’t just a podcast about choosing between Option A or Option B. This is about how to lead yourself when the path isn’t clear. It’s about how to trust your gut without letting fear be your compass. It’s about how to make decisions that align with the leader you’re becoming—not just the one who’s afraid of making a mistake.

So if you’ve ever felt paralyzed, uncertain, stuck in your own head, or afraid of making the wrong move—today’s conversation is going to free you.

You’ll walk away with strategies you can actually use. Mindsets that will give you strength. And reminders that you’re more equipped than you think to figure this out—one wise step at a time.

So let’s get into it.

Let’s talk about how to move forward, even when you’re unsure.

Let’s talk about how to make decisions with purpose, clarity, and courage.

Let’s talk about what to do when you don’t know what to do.

Let’s talk about something every entrepreneur eventually runs into: that feeling of being stuck. You’re at a crossroads. You’re unsure which direction to take. You’ve got ten ideas swirling in your head, a hundred articles bookmarked in your browser, and three half-filled notebooks of notes, quotes, and “what-if” questions… but no clear next move.

That’s what today’s episode is all about.

Clarity Comes from Action, Not Just Thinking

Let’s begin with this truth: clarity is not born from sitting in silence or waiting for the perfect answer to drop out of the sky. It’s born from doing. From movement. From action.

The Paralysis of Overthinking

Entrepreneurs, by nature, are thinkers. We imagine possibilities. We analyze risk. We weigh pros and cons until we convince ourselves we’re being “strategic.” But there’s a tipping point where reflection turns into paralysis. The longer we sit and try to figure it all out in our heads, the heavier it becomes. What starts as a search for wisdom becomes a breeding ground for doubt.

You second-guess your own ideas. You fear the wrong choice. You keep researching, hoping that if you gather just a little more information, the perfect solution will appear. But it rarely works like that.

And if we’re honest, a lot of that “thinking” is just procrastination dressed up in productivity clothing.

Action is the Antidote to Uncertainty

Here’s the thing most successful entrepreneurs eventually learn: you don’t think your way into clarity—you act your way into it.

Let’s say you’re thinking about launching a new service or pivoting your business model. You could spend weeks trying to perfect the offer, study the market, build the ideal landing page. Or—you could send a few emails to past clients today and ask if they’d be interested. You could create a simple Google Form and post it in your Facebook group. You could run a $20 ad to test the headline. And suddenly… real feedback starts coming in.

That feedback? That is clarity.

That’s what separates those who stay stuck from those who move forward. The ones who build great businesses are willing to act before they feel “ready.” They let the market teach them what works and what doesn’t, instead of waiting until they’re 100% sure—which, let’s be honest, almost never happens anyway.

You Don’t Need the Whole Map—Just the Next Step

When you’re building a business, the journey rarely looks like a straight line. It’s more like winding your way through fog. You don’t need to see all 100 steps ahead. You just need the courage to take the next one.

Every action you take—no matter how small—unlocks more information than sitting and stewing over possibilities ever will. When you test something in the real world, you’re learning. You’re gaining proof. You’re eliminating the guesswork, one step at a time.

Think of it like a flashlight. You don’t need the whole road lit up. You just need to see a few feet ahead. Move into that light. And then more light appears.

Real-Life Example: The Micro Move that Sparked a Business

I once spoke with a startup founder who spent months trying to decide whether to launch a productized service. She was stuck in analysis mode: Should she build a website first? Should she trademark the name? Should she raise capital?

Instead, she did one thing: she emailed 10 past clients and offered them a beta version of her new offer—with a clear price and a simple deadline.

Seven people said yes.

She made her first $5,000 in sales without a website, without a logo, and without all the things she thought she had to do. That moment shifted everything for her. The clarity didn’t come from thinking. It came from action.

A Challenge for You

So here’s my challenge to you, if you’re feeling stuck right now: Take one micro-action today. Not a plan. Not another list. A real action.

• Send the message.
• Publish the post.
• Make the phone call.
• Offer the beta.
• Ask for the sale.

Don’t worry about getting it perfect. Just get it in motion. Because momentum is magnetic. Once you start moving, ideas start connecting, energy starts rising, and suddenly what felt like a fog clears just enough to show you the next move.

And if that move doesn’t go as planned? Good. That’s feedback. That’s growth. That’s how you learn what doesn’t work—so you can get closer to what will.

Final Thought

Entrepreneurship isn’t about having all the answers before you begin. It’s about trusting that the answers will reveal themselves as you go. Clarity isn’t something you wait for. It’s something you earn—through courage, through action, through imperfect steps taken with intention.

So if you don’t know what to do next… do something. Move the ball an inch. Shake the dust. Stir the waters. Because clarity is never far behind movement.

You’ve got this. Keep going. Keep trying. Keep moving.

Would you like me to continue with the next principle in this episode:

“Not Deciding Is a Decision—And Often the Worst One”?

Not Deciding 

Is a Decision—And Often the Worst One

We don’t like to think of it this way. Indecision feels neutral. Passive. Safe. When we’re overwhelmed or afraid to make the wrong move, it feels like holding still protects us from the consequences of acting too soon or choosing poorly.

But in business? Indecision is not neutral—it’s destructive.

The Illusion of Safety

Let’s break this down: most of us avoid decisions not because we’re lazy, but because we’re afraid. Afraid to fail. Afraid to pick the wrong path. Afraid of judgment—whether it’s from the market, our customers, our family, or ourselves.

So we delay. We stall. We tell ourselves we’re “still thinking about it.” But days turn into weeks, weeks turn into months, and the opportunity that was right in front of us? It vanishes. That client chooses someone else. That market moves on. That creative spark fades out because we didn’t have the courage to strike while it was hot.

The irony? In trying to avoid making the wrong move, we often make no move at all—and that ends up costing us more than any failure ever could.

Business Is Built on Movement

Every successful company you admire today was built by people who made decisions. Sometimes they were wrong. Often, they were imperfect. But they kept choosing, kept learning, kept moving.

Stagnation is what kills momentum. Momentum, in business, is everything. It’s the difference between being seen or being forgotten. Between growth or erosion. Between a breakthrough or burnout.

You can recover from a bad decision. You can’t recover from doing nothing.

Real-World Example: The Startup That Waited Too Long

I once coached a founder who had an incredible product idea. The concept was unique, the prototype was ready, and she even had a small community of people waiting to buy. But she didn’t launch. She kept delaying to perfect the packaging. Then to polish the website. Then to get the perfect testimonials. All valid steps—but every one of them was an excuse wrapped in preparation.

Six months later, another brand launched a nearly identical product. They moved faster. Took the leap. Captured the momentum. And within weeks, they owned the space.

That first founder didn’t fail because her idea was bad. She failed because she didn’t decide.

Progress Happens Through Iteration, Not Perfection

Here’s what we have to accept as entrepreneurs: you will not make perfect decisions. You’ll mess up. You’ll pivot. You’ll second-guess. That’s normal. That’s growth. But every time you make a decision, you create a new data point. A new learning. A new path forward.

Waiting for the perfect plan is like waiting for the wind to stop before setting sail. You’ll sit in the harbor forever while everyone else learns to adjust their sails.

The power of choosing—even when it’s scary—is that it breaks the cycle of fear. It signals to your brain, your business, and your team that forward is the only direction. And that builds trust. Not just in you—but in your own ability to adapt.

Even the Wrong Decision is Better than No Decision

Let’s say you’re at a crossroads—should you launch the offer, hire the employee, switch your software, pivot your brand?

You might be tempted to wait until you’re sure. But I want to offer this instead:

What’s the worst-case scenario if you’re wrong?

Most of the time, the worst case is not life-threatening. It’s inconvenient. Embarrassing. Maybe it costs you some money or time. But even then—it teaches you. It sharpens your instincts. It builds your resilience.

On the other hand, what’s the cost of doing nothing?

It’s lost opportunities. Stagnant sales. Burnout. Regret. And the slow erosion of your confidence, one non-decision at a time.

The Antidote to Indecision: Create a Time Box

If you struggle with decision paralysis, here’s a practical tool: set a decision deadline. Give yourself a time box—a clear window to think, research, and reflect. But once the window closes, decide. Don’t let the decision float indefinitely.

Try this:

• “I’m giving myself 48 hours to decide if I’m raising my rates.”
• “By the end of the week, I’ll know whether I’m moving forward with that partnership.”
• “I’m testing this new ad idea for the next 10 days and evaluating based on engagement.”

You’re not removing strategy—you’re removing limbo.

Because limbo is a slow death in business.

Leadership Requires Choosing, Even When It’s Uncomfortable

If you’re leading a team, this becomes even more important. People don’t follow leaders who are paralyzed. They follow leaders who take responsibility for choosing—and adjusting when needed. Your ability to make decisions quickly, confidently, and courageously sets the tone for everyone around you.

That doesn’t mean rushing. It means owning the role of the decider. Even when it’s hard.

Especially when it’s hard.

A New Question to Ask

If you’re sitting in indecision right now—on any part of your business—ask yourself this:

“What decision have I been avoiding… and what would change if I just made it?”

Not waited. Not polled 10 more people. Not slept on it for the 17th night in a row. Made it.

What would that unlock?

What would that free you from?

What would that move you closer to?

That’s the power of decision. That’s what separates those who watch from those who build.

And that’s where real momentum begins.

Would you like me to continue with the next principle in this episode?

“Confidence Comes from Commitment, Not Certainty”.

Use Principles, Not Emotions, to Guide You

The Seduction of Emotion

Emotion is powerful. It drives creativity, passion, and even bold action. But it’s a double-edged sword. Left unchecked, emotion can hijack your logic. It can rush you into poor partnerships, panic you into underpricing your services, or push you to give up entirely when the pressure gets too loud.

When you’re feeling insecure, you’ll lower your standards just to get approval. When you’re afraid, you’ll back out of opportunities you’re qualified for. When you’re angry, you’ll burn bridges that could have held long-term value. And when you’re desperate, you’ll start chasing quick cash instead of building long-term trust.

Now, don’t hear this the wrong way—emotion matters. It’s part of what makes you a great entrepreneur. But if it’s driving the car while your vision, values, and goals are tied up in the trunk, you’re going to crash.

Great leadership—great decision-making—happens when emotion is acknowledged, but principles are obeyed.

The Role of Guiding Principles

Think of principles as your internal compass. They are the core truths, values, and filters you can rely on when the waters are muddy and your emotions are noisy. They don’t shift when you’re tired. They don’t bend under pressure. They are your decision-making anchor.

Your principles might sound like:

• “We never overpromise, even if we’re trying to close a deal.”
• “We only work with partners who align with our values.”
• “We invest in long-term trust over short-term profits.”
• “We treat our team like humans, not machines.”

When you make a tough decision, you can ask yourself, “Does this align with what I believe matters most?” If not, it’s probably not the right move—even if it would bring short-term relief or applause.

Build a Decision Framework You Can Trust

Let’s break this down practically. If you don’t already have your business values clearly written down—do it. Write your mission. Define your customer promise. Clarify what kind of leader you want to be.

Then, when you’re facing a hard choice, walk it through this filter:

1. Mission: Does this decision move us closer to the mission we set out to achieve?
2. Customer Promise: Will this uphold or erode the trust of the people we serve?
3. Values: Am I making this choice because it’s right—or because it’s easy?
4. Future Self: What would the version of me I’m trying to become choose in this situation?

That last one is powerful. Because in business, you’re not just building a company—you’re becoming someone. A decision that’s emotionally comforting today but misaligned with your values might make you feel better now… but worse tomorrow. Ask your future self what’s worth it.

Real-World Example: When Emotion Clouds Vision

Imagine a founder who’s struggling financially in their second year of business. Out of fear, they decide to take on a large client who is known to be disrespectful, late on payments, and not aligned with their brand’s values. But the money is tempting, and they’re desperate.

Fast forward six months—the team is burned out. The client has caused endless conflict. The founder now feels trapped and ashamed because the company veered off its original course. That short-term decision, driven by emotion, ultimately created long-term damage.

Had they used principles instead—“We don’t tolerate disrespect, no matter how big the check is”—they might’ve walked away from the money. But they would’ve preserved their integrity, their culture, and their momentum.

Emotions Are Indicators, Not Commanders

It’s important to understand: your emotions aren’t wrong. They’re trying to tell you something. They’re part of the dashboard—but they’re not the steering wheel.

If you’re afraid, ask yourself what you’re trying to protect. If you’re angry, ask what boundary was crossed. If you’re insecure, ask what story you’re believing about yourself. Let those questions guide you back to your principles—not away from them.

Make space for emotion. Respect it. But lead from wisdom.

What This Looks Like in Practice

Let’s say you’re unsure whether to shut down a product that’s underperforming. You feel defeated. Embarrassed. Emotional. That voice in your head is whispering, “You’ll look like a failure if you kill it.”

Stop.

Check your principles.

• Does keeping this product alive serve your mission?
• Is it delivering value to your customers?
• Are you holding onto it because of ego—or because it still aligns with your vision?

You’ll often find that your gut is chasing significance, but your principles are pointing to sustainability. Follow the principles.

The Leader You’re Becoming

Ultimately, the decisions you make shape who you become. They shape how your team sees you, how your customers trust you, and how your business evolves.

When you lead with principle—even when it’s hard—you build something that lasts. You build trust. You build a reputation. You build alignment.

And over time, your emotions will stop dragging you into chaos—and start cheering you on from the sidelines. Because even your fear will learn to trust the leader you’re becoming.

So the next time you don’t know what to do, remember this:

Let emotion speak, but let principle lead.

Conclusion

Let’s wrap up today’s episode with something honest and real: decision-making is not some magical gift bestowed on a few special entrepreneurs. It’s a skill. A muscle. One that gets stronger every time you stretch it. And the truth is, every time you step into uncertainty and choose any direction with intention, you’re practicing the kind of leadership your business needs to grow.

If you’ve been stuck lately, caught in a storm of overthinking, fear, or analysis paralysis, take a deep breath. You don’t need to have it all figured out today. What you do need is to move. To trust that the next step—even if it’s small—will bring you closer to clarity. You might not see the whole staircase, but the first step is enough. Because it’s only in motion that the fog starts to lift.

And if you’re afraid of making the wrong decision, let me remind you of this: inaction is a decision too. It’s a vote for staying where you are. And as an entrepreneur, staying where you are is rarely the mission. You didn’t start this journey to play it safe. You started because something inside you said, “There has to be more. I want to build something. I want to help someone. I want to make an impact.” So don’t let fear hijack your mission. Don’t let uncertainty convince you to stay still. You are capable of making decisions that move your business forward—even without perfect conditions.

When the emotions rise and the pressure mounts, that’s your cue to come back to your principles. Not your feelings in the moment, but the values you’ve chosen in advance. What does your mission call you to do right now? What would the version of you five years from now thank you for doing today? If you lead with vision and values, the decisions will begin to reveal themselves. They may still be difficult, but they’ll be rooted. Anchored. And you’ll have the confidence to walk them out, step by step.

At the end of the day, the most successful entrepreneurs aren’t the ones who always pick perfectly. They’re the ones who refuse to be paralyzed. They keep showing up. They keep learning. They keep making moves. And when things go sideways? They adjust. They learn. They recalibrate—and keep going. That’s how real businesses are built. That’s how leaders are made.

So the next time you feel frozen, unsure, or afraid to make the wrong call, remember this: you don’t need certainty. You need courage. You need clarity of mission. And you need the willingness to take the next right step. That’s it. That’s enough.

You’ve got what it takes. You’ve already come this far. Trust yourself to make the move. Because on the other side of your next decision is a version of your business—and your life—you haven’t even imagined yet.

This is Startup Business 101, and I’ll leave you with this: When you don’t know what to do, lead with courage, act with clarity, and trust that growth comes from motion. One brave step at a time. Keep going. You’re building something worth choosing for.

Startup Business 101

Startup Business 101 is a company that helps people start and run a successful business.  It consists of a Startup Business 101 Blog, Startup Business 101 Podcast, and a Startup Business 101 YouTube Channel.  StartupBusiness101.com has many resources to help entrepreneur navigate their way to begin their business and resources to help them it succeeds. 

If you want to start a company or have questions on what it takes to make your small business successful, check out our resources.

Contact Information

https://startupbusiness101.com

startupbusiness101.com@gmail.com

https://www.instagram.com/startupbusiness101/

https://www.facebook.com/TheStartupBusiness101

https://www.youtube.com/channel/TheStartupBusiness101

@StartupBusiness101

https://startupbusiness101.com/podcast/

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