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Decide · reason before you commit

You do not need
another answer.
You need to think.

Slow down a consequential call. Separate what you know from what you assume, see the trade-offs, and make the decision yours.

01
Frame

What is actually being decided?

02
Test

Which assumptions can break it?

03
Commit

What will you do, and learn?

How the decision pages workSOE / DECIDE
01
Problem

Name the real situation before reaching for an answer.

02
Knowledge

Read approved evidence and relevant founder experience.

03
Judgment

Work through assumptions, trade-offs and your own call.

Evidence informs the call. It does not make it for you.
Common decisions

Start with the call in front of you.

These are starting points, not prescriptions. Canonical Knowledge is surfaced only where a real problem mapping exists.

01

Should I hire now?

Hiring solves capacity. It does not solve clarity. Work through the shape of the problem before you write the job description.

Problem · My first hire

02

Should I increase prices?

Price is a sentence you write about the work. Raise it carefully, and the market will hear it.

Problem · I need better pricing

03

Should I raise funding?

Funding is not neutral. It changes who you serve, how you spend, and what 'success' will mean in five years.

Problem · I need to raise money

04

Should I fire a client?

A client is a container for your attention. Wrong containers leak.

Problem mapping not yet available

Evidence connection not yet available
05

Should I reposition?

Repositioning is not a rebrand. It is a decision about the sentence people will say when the room goes quiet.

Problem · Positioning

The SOE principle

Evidence can improve a decision.
It cannot make it for you.

SOE can frame, surface evidence, challenge assumptions and expose trade-offs. The founder owns the call.

Find the evidence first