The worst decision

Not deciding is also a decision.

It’s the decision to keep the product vague. To keep the market broad. To keep the strategy reversible.

It looks harmless.

“We’ll see.” “Let’s wait.” “Let’s keep our options open.”

But while you’re not deciding, the work stays soft.

Nothing sharpens. Nothing commits back to you. Nothing pushes forward.

Choosing closes doors. Not choosing keeps you busy in the hallway.

And hallways don’t build anything.

Not deciding is a decision. And it’s usually the worst one of all.