In my last newsletter, I shared how I've been applying the Collect phase of the Creative Engine framework to my own business. This phase is all about gathering data about what you want and need, and creating a foundation for high-quality decisions. (If you missed that one, you can find it here.)

As a reminder, the Creative Engine is the underlying framework of finishing giant projects. First you gain clarity on what you really want, then you make tough choices (and commit to hard tradeoffs), and that leads to taking confident action on ambitious projects. It’s also the underpinning of the Creative Focus Workshop (coming back SOON!).

The four phases of the Creative Engine are Collect, Decide, Act, and Reflect. This week, I want to dive into the next phase: Decide and explore some crucial elements that many creatives (and humans in general) often overlook.

Making big decisions can be scary, especially when they involve significant changes or risks. I’ve coached people through sometimes-painful decisions for years. I know resistance and discomfort often comes with making big, bold choices. As I’ve gone through this process, I’ve experienced all of those emotions myself. But as I've been learning, the key to moving through this phase is focusing on “decision quality.”

I recently discovered the work of Annie Duke, a decision science expert (and former professional poker player). She argues that there are really only two factors influence the outcomes in our lives: decision quality and luck. While we have no control over luck, (maybe because we have no control over luck), we can and should improve the quality of our decisions.

This idea—laid out in black-and-white—scared me straight. I realized that so many of my actions over the years were motivated by an underlying expectation that luck would somehow swoop in and save me, even though I knew the probability of success was low (see: being a cartoonist and sorta-kinda hoping that somehow that would evolve into a decent living one day…?)

Once I did all the collecting I talked about in the last newsletter, the next step was to decide—with extreme prejudice.

• I compiled comparative breakdowns of different business models based on the options I had before me
• I used my own Prioritization Matrix to estimate probabilities of success according to my own definition of what “success” looks like
• I identified two top options, and then realized that I didn’t have enough information to figure out which was a better choice
• I went to a trusted coach (Michelle Warner) who has access to the information I needed and paid for a consult to get her perspective and fill in the gaps
• I made the call

I can’t predict the future. I can’t know for sure whether this pivot will get me where I want to go. But I KNOW I've made high-quality decision based on the best information available, and I know it’s got the best shot at success compared with my other options. I am confident. I am sure.

Next week, I’ll share just how startlingly much action this decision unleashed.

Because here’s the thing: I hadn’t realized it, but until this moment, I’d been juggling all the possible futures. Wasting energy keeping paths open. I’d been fighting with one hand tied behind my back!

There are two elements of how I went through this iteration of the Decide phase that I want to highlight, because they’re what we typically skip—and by “we” I definitely mean me.

Probability and information.

• We need to make educated guesses about how likely it is that an option will be successful (in whatever dimension you deem most important)
• We need to get more educated. Identify where you have gaps in your information, and go fill those gaps.

Obviously, this process is lengthy and demanding. You don’t need to bring out these big guns for small daily decisions. But when you’re deciding about taking a job or committing to a business, or launching a new product and thus changing the nature of how you’re making a living, or really doing anything that’s going to be a huge part of your life for a long time (moving, marrying, children, etc.) it is 1000% worth it to spend the time on deciding.

Let's be honest: making high-quality decisions is rarely a comfortable process. It requires us to confront tough truths, let go of cherished ideas, and commit to a course of action that may veer away from a future we imagined for ourselves. Particularly in regard to creative work, where there’s far too much magical thinking in the air, it's easy to get caught up in desires, gut feelings, and societal expectations.

This came up a lot in the Simplify to Amplify Roundtable (STAR) session on Wednesday.

For example, several participants expressed a deep aversion to “scheduling.” This resistance to structure is something that many creatives can relate to. The idea of putting constraints on our time and energy can feel like a creativity killer.

But scheduling is not about locking yourself in calendar-jail. Scheduling is about deciding what you want to do, and then doing it.

But here’s why people resist it: Because scheduling is also very much about NOT doing other things. You allot a period of time to some activity; you’re by definition not doing other things that might have taken that slot.

To people who resist it, not-scheduling seems like it should lead to freedom. Work on whatever you want! But in reality, what happens is that you end up in decision-fatigue hell, endlessly reacting to whatever comes over the transom, switching from one thing to another because you haven’t figured out definitively which thing you care about more.

Instead, freedom comes from consciously creating space for it…yes, even on your actual calendar.

In short, not deciding leads directly to distraction (what should I do now?), procrastination (I want to do that thing, but all the other things are yelling at me…), and burnout (I’ve got to keep doing all the things and keep them all moving forever, no matter how late I have to stay up to do it).

Not deciding leads to not finishing the projects that could actually change your life.

By focusing on decision quality—by aligning our choices with our values, gathering relevant data, and making informed assessments of probability—we can dramatically increase our chances of finishing…and success, whatever that means to you.

So if you're facing a big decision in your life, I encourage you to focus on decision quality. Take the time to gather data, get clear on your values and priorities, and weigh your options carefully. Take a step back and assess the probability of success for each option. Seek out additional information and perspectives, even if it feels uncomfortable.

It's not always easy, but the payoff is immense. I am chucking years-worth of data-hoarding, shedding programs and possible futures, and it feels amazing.

As scary as it is to stand on the precipice of a decision, on the other side of that doorway lies clarity, confidence, and energy.

(That energy is crucial for the next phase: Act! More on that next week as we take a look at strategies to keep control of the Kraken-like power of a huge project on a tight deadline…)

In the meantime, I encourage you to do what I asked of the participants in the STAR session this week to do: Take a few minutes to reflect on a decision you know you need to make. Something that keeps coming back up, that’s preventing you from definitively taking action. Then start building out the information you’ll need to decide. Think about what the options are, what you feel about them. What’s true? What don’t you know?

If you're ready to dive deep into the Creative Engine framework and transform your creative practice from the inside out, stay tuned for the upcoming relaunch of the Creative Focus Workshop. Doors open on May 23.

I cannot wait to share this completely rebuilt program with you and support you in making the devilishly difficult decisions that will allow you to get you where you want to go!

Warmly,

Jessica

P.S. If you missed last week's newsletter on the Collect phase, you can catch up here. And if you have any insights or experiences to share about making high-quality decisions, hit reply and let me know. I'd love to learn from you.