One of the toughest decisions we face as entrepreneurs are opportunities. It is rare in business that we have enough resources to attempt everything we believe is worth it. Even more so in small businesses. The easy answer is to choose the option that brings you closer to your vision.

This presupposes that we know which option this is. Opportunity costs are not predictors of the future, it just lets us know what the buy-in is. It helps us determine the risk-benefit ratio.

It also works like a coin toss. The top side unlocks our feelings about the result. This leaves clues about which alternative we believe is intuitively linked to where we want to go.

When building dreams don’t exist, we should expect that sometimes, the right answer is not the one that makes sense. Building businesses have an element of the unknown. You might call it luck or intuition or experience.

Get comfortable with it.


Lindsay Henwood

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