Every decision you make in your business has a cover story — the reason you'd say out loud, like "the market's shifting" or "a competitor's charging more" or "my program needs a refresh." And even when that reason is somewhat true, it's almost never why the idea showed up in the first place. In this episode I walk through what's actually happening when a plan arrives fully formed in a single morning: the trigger that started it, the three layers underneath (the surface reason, the emotion, and the fear the emotion is covering), the reflex you reach for when you're triggered — build, rebuild, hide, discount, hire — and the tells that separate a real strategy from a reflex wearing a strategy costume.
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