What do you do if you're struggling to choose between multiple options?

A prioritisation matrix is useful, especially when comparing between subjective options. You have to be really honest with yourself around whether what youre saying is your priority...really is. It is a more detailed version of a pro and cons list that has more depth!

The central aspect in the pros and cons list for a decision is "reversibility". If a decision can be easily (short time/ low cost) reversed ex-post, different options can be explored with little consequences. Moving fast and adapting might overcome easily the potential marginal benefit of a deeper analysis on other details.

Use counterfactual thinking. The essence of causal thinking is to answer “what if” questions, which rely on counterfactual reasoning. The counterfactual represents the parallel world. In other words, it is the scenario where the opposite of what actually happened occurs. The choice of counterfactuals to assess the potential impact of a decision is central. To make this exercise efficient you must use: Causal inference. Causal inference, the study of cause and effect, will provide numerous conceptual tools (potential outcomes and graphs), as well as, empirical tools (experimental or quasi-experimental design) to measure causal effects.

In addition, long-term vs short-term effects must be considered. In particular, some decisions might be costly (larger initial investment, slower short-term growth) in the short term but beneficial in the long term. Think about clickbait strategies, you might boost impressions, views, Click-Trough-Rate on some content while affecting negatively the trust and perception of your image by the audience.

One approach is to consider the likelihood of different possible outcomes. Everything may be possible but ask yourself what is the most likely outcome from the available options. As you shift to less likely outcomes, greater risk will often be involved requiring a benefit/risk trade off. In relation to potential benefits, consider how much risk can you afford to take, or how much risk are you prepared to take?

One approach is to consider the likelihood of different possible outcomes. Everything may be possible but ask yourself what is the most likely outcome from the available options. As you shift to less likely outcomes, greater risk will often be involved requiring a benefit/risk trade off. In relation to potential benefits, consider how much risk can you afford to take, or how much risk are you prepared to take?