From the first hours of life, decision making is omnipresent, and frequently, a matter of life and death. Less hyperbolically, it is clear that in general, startups that make good decisions will do better than those that make poor decisions. It is critical to appreciate that a good decision does not invariably lead to a good outcome, nor does a bad decision invariably lead to a bad outcome, but your decisions are the piece of the equation that is within your control, and so worth considerable attention. Because decision making is so deeply ingrained, most people think they’re good at it, yet most psychologists and sociologists can prove we’re not! While most important decisions aren’t exclusively analytical, the days of “just trusting your gut” are ancient history. A rigorous decision making discipline will significantly improve your probability of success.