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Solopreneurs make dozens of business decisions every day. Which client to prioritize. Whether to raise rates. Which tool to try. In a corporate job, there are committees, managers, and approval chains to share the decision-making load. When you’re running a solo business, every call is yours.
When I was a product manager, I learned to sort decisions into two categories: ones you can easily reverse and ones you can’t. It sounds almost too simple, but it changed how quickly I moved and how much I deliberated. That same framework can be applied directly to running a solo business.
Reversible decisions: move fast
Most business decisions are reversible. You can change course without significant costs or consequences. Trying a new project management tool, adjusting your social media schedule, testing a pricing structure with a single client, tweaking your email signature—these are all experiments you can easily undo.
In product management, these are sometimes called “two-way doors.” You walk through, look around, and walk back if you don’t like what you see. The risk is low.
But solopreneurs who are not comfortable making decisions often treat every decision like a permanent commitment. They spend days deliberating over choices that could be tested in an afternoon. Research on decision fatigue shows that the sheer volume of decisions degrades the quality of each subsequent one.
For solopreneurs, who don’t have a team to absorb the delay, time spent agonizing over a reversible choice is time not spent on the work itself. When you catch yourself deep in a comparison spreadsheet for something you could simply try for a month, that’s the signal to move fast.
Irreversible decisions: slow down
Contrary to Mark Zuckerberg’s infamous line, “move fast and break things,” moving fast can cause a lot of damage in a solo business. Some decisions are harder to walk back. Things like signing a long-term bad client or investing months into building a service before validating the idea can be enormous drains on your business.
These are sometimes called “one-way doors.” Once you’ve gone down a specific path, reversing course is expensive or impossible.
These decisions deserve more deliberation: Gather data, talk to peers or a mentor, and set a deadline so you don’t stall indefinitely. The goal isn’t to avoid risk. Risk is always part of running a solo business. The goal is to match your level of care to the actual stakes involved. A small number of decisions deserve more of your time, and recognizing which ones they are is a skill you’ll develop over time.
Building your own decision-making filter
The reversible/irreversible distinction is a starting point. Over time, you can build a personal filter that speeds up the day-to-day. When a decision lands on your plate, run it through a few questions:
- Can I undo this in a month?
- What’s the worst-case scenario if I’m wrong?
- Am I deciding between two good-enough options?
(If the answer to that last one is yes, just pick one and move on.)
Gut instinct plays a role here, too. After you’ve been running your business for a while, you build pattern recognition. You’ve seen which clients work out and which don’t, which tools stick and which get abandoned after a month. Trusting your instinct is part of a business mindset—and it’s one of the advantages of working solo. You don’t need three rounds of approvals to act on what you already know.
Even with learning over time, you won’t get every decision right. But you can at least spend the right amount of energy on each one.
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