The Only 2 Critical Decisions You Need to Make in Business

I want to talk about decision making because the more I work with business teams the more I feel this is holding businesses back from achieving their aims.

"We haven't done that yet because we need to make a critical decision on ……blah…."

I wish I had a pound (or euro, or dollar, etc!) for each time that is given as the reason they are not embracing social marketing or focusing in on who their customers are or what will drive future sales growth…etc etc…

I want you to ask whether this is truly a CRITICAL decision? Let's see what critical actually means

"(of a situation or problem) having the potential to become disastrous; at a point of crisis"

Now is it really a matter of life and death? 

If the answer is yes then waiting and taking four months, 170 meetings, 24 powerpoints and 3 off site strategy sessions is TOO LONG!  That is when failure truly becomes the only option!

If the answer is no then why take the risk of losing the motivation of your team, or frustrating the people who are meant to engage the customers through conversations, design, innovation etc?

The problem with referring to critical decisions is that it increases the fear factor, it gives the sense of impending disaster and that reduces the chances of making the right decision… humans we tend to choose the safest route.

What is critical? What is the critical decisions that you must get right?

  1. The right people – not the longest serving or the ones you like BUT the right ones who will bring out the best of people around them.
  2. That you know what is your market, what you offer and the values that you will express even when that makes a decision unpleasant.

Once you have the right people understanding who and what you are…then decisions become easier….each decision becomes a function of does this fit with these criteria?

Once you never compromise on values, never compromise on what your company does (and doesn't do!) then you have a framework that the right people can follow…..

The chances are if you are having too many 'critical decisions to make' or having trouble making them…then you have not a steadfast framework in place.

So next time ask yourself this little 'Bob' teaser



Anna has spent over 20 years as a Board Director at several global brands. She now runs her own company The Engaging Brand which supports business leaders who want to transition to the new social business model. She is also a speaker, writer and radio show presenter on social business, indeed her podcast The Engaging Brand has been nominated 6 years running as Best Business Podcast at the Podcast Awards. She brings an unusual mix of experience to business - she has a 1st Class Law Degree, MBA in marketing and is a qualified Chartered Accountant. This unusual mix means not just explaining the why of being social but how to turn social into a measurable business tactic to grow your bottom line. Her blog is recognised as one of the leading UK marketing blogs.

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