The best leaders act on incomplete information, understanding that 100% certainty is a myth that only exists in hindsight. The inability to decide amid ambiguity—choosing inaction—is a greater failure than making the wrong call.

Waiting for perfect data leads to paralysis. A core founder skill is making hard decisions with incomplete information. This 'founder gut' isn't innate; it's developed by studying the thought processes—not just the outcomes—of experienced entrepreneurs through masterminds, advisors, or podcasts.

When faced with imperfect choices, treat the decision like a standardized test question: gather the best available information and choose the option you believe is the *most* correct, even if it's not perfect. This mindset accepts ambiguity and focuses on making the best possible choice in the moment.

Action, even incorrect action, produces valuable information that clarifies the correct path forward. This bias toward doing over planning is a key trait of outliers. Waiting for perfect information is a silent killer of ambition, while immediate action creates momentum and reveals opportunities.

Instead of waiting for a complete picture, courageous leaders take small, experimental actions to 'sense make' their way through ambiguity. This process, observed in emergency responders, involves acting, observing cues, and rapidly iterating. It is about learning by doing, not planning everything perfectly in advance.

In extreme uncertainty like a fire or nuclear incident, waiting for perfect information is impossible. Effective leaders take small, iterative actions to gather data and update their strategy in real-time. This approach of 'acting your way into knowing' is more effective than trying to know everything before acting.

To avoid analysis paralysis in major life decisions like marriage or faith, adopt the Marine Corps' leadership principle: gather 80% of the necessary information, then make a choice and commit. Waiting for 100% certainty is a trap that paralyzes action and postpones happiness.

Aim to make decisions when you have between 40% and 70% of the necessary information. Striving for more than 70% leads to slow, inefficient decision-making, allowing competitors to get ahead. The key is making timely, good-enough decisions, not perfect ones.

Inspired by Jeff Bezos's '70% rule,' modern creative leaders must be comfortable making decisions before having all the facts. In today's fast-paced media landscape, waiting for a perfect, 100% complete brief is a relic of the past. Agility requires acting on intuition and accepting that some details will be worked out along the way.