In 2011 when I founded Likelii, we had a clear vision: To make it easier and fun for wine enthusiasts to find wines they were likely to like. But despite having a clear vision, I had caught what I now call the Iteration Epidemic where we try to copy the success of companies that found their success through iteration, trying one strategy after another to find the nirvana of product-market fit.
As we look to challenge ourselves to make the best decisions possible, we often judge our decision making skills on the outcomes we achieved. This isn’t quite right since the outcome itself will always be unpredictable; the results achieved are different to the decision making process which led to a decision being taken. This is known as ‘resulting’ – where you assess the quality of your decision by the outcome it achieved.
A good decision can lead to bad results, but so long as the steps you took to make that decision were sound, you can sleep safe at night knowing that you took the best action based on what you knew at the time.