The StartUp Master Plan

CHAPTER 5

Optimal Solutions—How to Choose Between Alternatives

Good decisions are what keep a business running. These make the entrepreneur essential and valued because, without good decision making, a trillion-dollar idea can fall into ruin within minutes. There must be a balance, as in all things, of risk and reward. Depending on the type of business and the interests of its owners, this can vary. Good decision making requires three things: intellect, experience, and enough time.

The essence of the ultimate decision remains impenetrable to the observer—often, indeed, to the decider himself. There will always be the dark and tangled stretches in the decison-making process— mysterious to even those who may be intimately involved.

—John F Kennedy, ...