In this video I look at decision-making from a completely different angle: the real work isn’t the moment you’re “making the decision.” The real work happens before that—when you’re building the set of options you’ll even have available. If I say, “I want to be CEO of Google today,” that might sound like a great decision, but it’s not an option for me. And that’s the point: options don’t arise out of nowhere, and you can’t make an A-level choice if all you’ve got are C- or B-level options. I break this down using the lens of startup investors vs. startup entrepreneurs. Entrepreneurs usually bet on one business at a time, so a wrong choice can set them back hard. Investors operate with portfolios and expect some misses—but both groups still need a strong pipeline of quality alternatives. This applies everywhere: hiring, careers, even dating. If you’re not a strong option yourself (reputation, track record, skills), you won’t attract strong options. My main takeaway is simple: decision-making starts with expanding your options. That means doing more research, getting hands-on practice, building a peer network, getting coaching, and operating with less ego and more humility so you can actually learn. When you do that and it’s recognized—or you “create your own luck” through experience—good decisions become almost trivial because you’re choosing among great options.