What Decision Are You Avoiding Making?

Have you ever felt incredibly stuck in your business?

Chances are, there is a decision you are avoiding making or an action you have been avoiding taking that needs to happen.

I’m a big believer that we as people and especially as entrepreneurs, are geared organically towards growth. So our natural trajectory will be towards that, unless there is something limiting us. Typically, that limitation is going to be a:

1. Belief that we hold that is holding us back

2. A skill that we need that we do not yet have

3. A decision we need to make that we have been avoiding

So today, let’s talk about avoiding decisions, how that holds your business back, and where to go from here.

The decisions you make in your business essentially correlate to the actions that you are taking over time. Action is the only thing that actually moves your business forward.

Think back to any impactful season in your business. That season either came from decision action you were taking at the time, OR was a result of decisive action you had taken before that you were then reaping the return on. 

So why is action so hard to take, when we know that it is the reason things actually move forward?

Because we doubt ourselves.

We overthink.

We question.

And then, we hide behind our indecision.

We tell ourselves a story that “I don’t have enough information” when the reality is, 1) if that’s true, the decision we need to make is how to go get it and 2) usually, is not true.

We do not lack information, we lack courage and conviction.

Courage to make a decision that may, ultimately, be wrong - but to still make it anyways.

Conviction to keep going forward.

The reality is, we will never have all the information we need to make the right decision. If we did, there wouldn’t be a market return on the other side of it. The market rewards risk. It rewards those that create, iterate, and build.

But we can’t do any of that if we stay stuck in indecision.

The reality also is that we introduce a lot of needless suffering into our journey of being a business owner when we angst over the decisions we need to make.

I was listening to a podcast interview of Naval Ravikant, a thought leader I very much respect with a long career in entrepreneurship. He made the reflection that the number one thing he would do differently as an owner would be to make the same decisions, but with less stress and anxiety. I believe that indecision is the core driver of anxiety I have in business.

So: what decision are you currently avoiding making?

I’m currently facing this in my business and here’s an example of how. I currently have a lot of indecision about how I want to try and grow DogCo from where it is today. There are a lot of different ways you can grow a business like I have - all of them are very good, but would set DogCo on slightly different paths. And over the last several months, I’ve found myself really stuck on what to do to move forward. This indecision has been keeping me a bit paralyzed in taking action - there are several areas in my business right now that I either have ideas I’d like to pursue or where I question if I should make some changes.

But here is the frustrating truth (which is true for both my business and yours): I won’t truly know, until I just do it and see what happens.

Here are some reassuring truths of making decisions in your business:

1. The impact is almost always figure-out-able. Think about what truly would be the most likely worst outcome of whatever decision you need to make. How would you deal with that? Most likely, your brain is already starting to work on strategies to get out of that situation. You would figure it out.

2. Very few decisions that we make are truly permanent. If you are still alive, you will have the chance to figure out something else if you need to. I try to remind myself of this with any decision I’m considering making. Whatever it is, it can be undone.

3. The biggest risk to your business is indecision, not the wrong action. Any action you take will not be 100% successful, and will also not be 100% wrong. It is up to you to see it through. But - to be cliche - you miss 100% of the shots you don’t take.

Cheering you on to courage and conviction, my friends.

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Michelle Kline is the founder of DogCo Launch, and the host of the DogCo Secrets Podcast. Michelle spends her time helping pet care companies in the industry grow and scale their teams, increase their revenue, and increase personal profits - all while protecting their time. Learn more about Michelle here.

Do you want to scale your pet care business? Consider joining us at the DogCo Business Summit - the first pet care conference focused exclusively on business scaling in this industry - September 26 - 28, 2025.