Decision Safety: The Hidden Force Behind Stalled Buying and Stalled Growth

In day-to-day life, people make buying decisions quickly. We pick up items we don’t need, subscribe to services we barely use, and tap our cards without much thought. These choices don’t carry consequences, so we move through them without hesitation.

In business, everything changes.
When a decision has real weight when it affects money, time, outcomes, internal expectations, or someone else’s scrutiny the pace slows dramatically. It’s not because the decision is too complex or because people lack information. It’s because the decision suddenly becomes personal. Someone knows they will have to carry the outcome, for better or worse.

This is where hesitation begins, and where most commercial decisions stall and don't progress. .

What Are You Really Known for Solving?

The Power of True Differentiation in Sales.

Most businesses think they’re differentiated, until they try to explain why.

Ask someone what makes their business different, and you’ll usually hear some version of the same answers: we care about our clients, we go the extra mile, we deliver great service.

All true, but none of that separates you from the next business saying the exact same thing.

The truth is, differentiation doesn’t start with what you do, it starts with the problem you solve, and even more importantly, the problem you want to be known for solving.

When Leadership Stops Trusting the CRM for Forecasting

I see it all the time.

A business invests in a CRM, sets up the pipeline stages, and rolls it out across the team. For a while, it looks like everything is in one place. Deals are tracked, activities are logged, and reports can be generated at the click of a button.

But fast forward, and leadership is back to where they started. Instead of trusting the CRM, they’re firing off emails:

• “What’s actually closing this month?”
  
• “What’s the real number for next week?”
  
• “Which deals are genuine, and which ones are just wishful thinking?”
  

The irony? The CRM is supposed to answer those exact questions.

So why doesn’t it?

How to Define Your ICP (Ideal Customer Profile)

Getting clear on who you serve best

When I ask a business who their ideal customer is, I usually get broad answers like:

• “Small to mid-sized businesses.”
  
• “Anyone who needs what we do.”
  
• “We can work with anyone.”
  

The problem is, those kinds of answers don’t help.

An Ideal Customer Profile (ICP) isn’t about describing everyone you could work with. It’s about getting clear on the businesses that feel the problems you solve the most and what those businesses actually look like.

When you have that clarity, you stop spreading yourself thin. You know who to focus on, what to say to them, and where to find them.

Here’s a simple way to get started.

Busy vs Better: Why Focusing on Outcomes Beats Chasing Activity

Most businesses don’t struggle because people aren’t working hard.

They struggle because effort isn’t translating into the right outcomes.

It’s an easy trap to fall into. Leaders want accountability, so they start measuring activity: number of calls made, meetings booked, proposals sent, tasks ticked off. Soon, the business becomes obsessed with being busy.

The problem? Activity alone doesn’t guarantee progress.

When Sales Processes Create Friction (and How to Fix Them)

Why This Matters

Every week I speak with business owners who are doing great work in their field, but who quietly admit something isn’t right in how they’re converting enquiries into paying clients.

They’re investing in marketing. Leads are coming in. The phones are ringing. But the numbers don’t quite add up. Too many conversations end without a commitment. Too many quotes never go anywhere. Growth feels harder than it should.

When you dig deeper, the issue often isn’t “demand.” It’s the sales process itself.