What if your next decision is based on something that just isn’t true?

You’re the one everyone looks to for the answer. You work faster, better, longer and harder than anyone else could or would. That’s what it means to be in charge,
to be a business leader, C-E-O.

“I’ve got the solution. I KNOW the answer.”

How can you be expected to say anything else when the one thing a CEO is not supposed to say is, “I don’t know”?

For 25 years, I’ve watched leaders invest millions trying to solve the wrong problem: more marketing when positioning was the issue, more salespeople when qualification was broken, more products when simplicity would have won.

When growth doesn’t meet expectations, the instinct is to do more. Sometimes that’s exactly the right answer. Sometimes it just makes the wrong problem more expensive.