New Wave Venture: Brief 3

Decision Making & Uncertainty

"What we know is limited; what we don't know is limitless." - Tom Brady

Dear Decision Maker,

We all know the feeling of facing a decision with no clear right answer. As founders, the choices we make seem endless:

• What to focus on
• Where to allocate resources
• How to build the team
• Who to trust

And yes, sometimes even what to eat for breakfast can steal more energy than it should.

With so many decisions competing for attention, even small choices can feel overwhelming. And let’s be honest - often, everything feels like it could come crashing down at any moment.?

Success doesn’t erase that feeling. If anything, the stakes just get higher.?

So, how do we make decisions when it feels like failure is on the other side of one wrong decision?

Building Your System

We often work on projects and make decisions without reflecting on their importance.?

Not all decisions are equal. Some require careful thought, while others need immediate action. What matters most is figuring out which decisions will have the most significant impact on our business and our lives.

Here’s a simple way to get there:

• List the top 10 critical decisions or priorities in your business.
• Categorize each by type, for example, revenue drivers, team growth, marketing initiatives, etc.?
• Rank each 1-10.

We’ll likely find that what we thought were decisions are more like priorities. Having that clarity, even just seeing it on paper, can give us a sense of control.

If we want to take it further, we can break those priorities into actionable steps with deadlines. This will free up mental energy and reduce decision fatigue.

Navigating uncertainty

When the right decision isn’t immediately apparent, it’s often because we have a knowledge gap.??

Becoming aware of this gap is the first step in the right direction.?

From here, we can ask ourselves:?

• Where can we get reliable information that relates to our unique situation?

• Who do we know who is an expert or may know an expert who can provide guidance or confidence that I am on the right path? (Hint: Finding someone who has made a decision like this or been in this situation is ideal.)?

The hardest part isn’t always making the decision—it’s gathering the right information to make an informed one.

"The ultimate measure of a man is not where he stands in moments of comfort and convenience, but where he stands at times of challenge and controversy." - Martin Luther King Jr.

We admire founders who appear bold and decisive. But the truth is that every great leader has had to make decisions without all the answers. It's not the certainty of their choices that makes them great; it’s their willingness to adapt when new information surfaces.

"It is not the most intellectual of the species that survives; it is not the strongest that survives; but the species that survives is the one that is able best to adapt and adjust to the changing environment in which it finds itself." - Charles Darwin

Have you ever admitted to your team that you made the wrong decision? Asking for their help to correct course isn't a weakness; it's leadership.

Leading with Clarity, Not Certainty

In times of uncertainty, the pressure to "fake certainty" can be overwhelming. But this facade only creates confusion. What our team needs from us isn't all the answers; it’s clarity.

We must be transparent about what we know, what we don't, and what steps we plan to take next, even if those steps involve gathering more data or testing new ideas. Open communication builds trust, and trust builds resilient teams.

Emotional Regulation: A Superpower

When everything feels shaky, it’s natural to become defensive or stressed. We’ve all felt frustration in high-stakes meetings or let anxiety cloud our decisions. These are the moments where our ability to pause, reflect, and regulate our emotions becomes a superpower.

The impulse to act quickly is strong, but if we lose ourselves in the process, we risk losing everything. Leadership during uncertainty isn’t about non-stop action. It’s about staying grounded in our values and aligning every step with our long-term vision.

Building a Strategy for Uncertain Times?

So, how do we lead when the path ahead is unclear??

It starts with foundational practices:

• Embrace Adaptive Thinking: Be open to shifting direction as new information arises. Foster a culture of creative problem-solving.
• Anchor in Core Values: When the environment is unpredictable, let your values guide you. They are your true north, ensuring your decisions align with your vision.
• Communicate Transparently: Don't hide uncertainty from your team. Clarity builds resilience, and sharing the process invites collaboration.
• Take Small, Informed Steps: When clarity is lacking, avoid big leaps. Break challenges into smaller, actionable steps that allow for learning and course correction.

What's Your Next Move?

As we face our moments of uncertainty this week, let’s lean into them. Instead of resisting, ask ourselves: What can we learn here? How can we pivot, adapt, and still stay true to who we are as leaders?

Uncertainty isn't the enemy—it's a part of the process. Every step we take through ambiguity strengthens our resilience and our ability to lead with clarity in the ever-changing environment around us.

Until next time, stay grounded in what matters most.

With purpose, vision, and appreciation,

Brooke Sherwood