Overcoming Analysis Paralysis

The Danger of Deliberation

Since moving to Germany over 16 years ago, I have become very comfortable with what you would refer to in the UK as ‘discount supermarkets’ such as Lidl or Aldi. These smaller stores have their aisles full of one-brand or home-brand groceries - there is rarely more than two options on offer per product. I’m so comfortable with this store concept now that when I return to the UK and visit my mum’s local Tescos, I am inevitably overwhelmed with the multitude of choice. Take a simple bottle of tomato ketchup; mini, small, medium, large, XL, glass, plastic, squeezy, heinz, other brands that are a bit like heinz, organic brands, own-premium brands, budget brands, low salt, low sugar, low fat, low cal, then there’s the additional flavours… save me! I have on more than one occasion walked out without purchasing anything. The inability to decide in the face of a multitude of choices is what is known as decision paralysis or analysis paralysis and it is the enemy of progress.

You see when we are faced with complicated or too many choices, we over-evaluate the options, resulting in decision fatigue, FOMO and worse yet, procrastination - a one-way ticket to costa del internet for hours on end under the guise of ‘research’. The net result is usually doing nothing at all. Zilch. Nada. No progress. Nil point.

That might be just fine if the outcome is the absence of ketchup at a family bbq, but if no action means no progress for your business and procrastination means a day down the rabbit hole of YouTube it could be disastrous.

Overcoming Decision Paralysis

Let me give you my simple formula to help you snap out of analysis paralysis next time you find yourself beginning to agonise over a decision about what to do next for your business.

Put each of your options down onto a post-it note and quickly stack them up in two different piles:

Depending on how you are doing will depend on which pile you start with… let’s assume it’s January and business is pitifully tight (standard operating procedure this month for most people)...

It is that simple. Don’t agonise over the order of post-it notes in the pile, just pick the top item and do that one thing for today and then over to the other pile to do that one thing for tomorrow/the future. Rinse and repeat.

Taking Action = Saving Energy

The amount of energy that we burn by analysing, no, agonising over our options causes a detrimental delay in taking action. Or it’s so friggin’ exhausting getting to the point of decision that we have no energy left to execute it well. 

Now compare that to the feeling of elation and relief we feel when we make a decision. I’ve been sat opposite car buyers and you can see someone’s body language change once they decide to buy - they relax, they smile and if with a partner they start holding hands. The relief of putting the decision analysis behind them is visibly manifested in their physical being. Incredible, huh?

So, please… use this simple formula doggedly to save yourself from Analysis Paralysis and stay away from YouTube. Unless it’s cat videos, obvs!