A core tenet of Forrest Li's leadership is that leaders must personally own and execute the most difficult decisions, like freezing salaries. He argues that pleasant and popular tasks should be delegated, while the leader's ultimate responsibility is to show up in difficult times and make the unpopular-but-necessary calls.

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.

During a major crisis, a leader cannot rely on team consensus because everyone is still aligned with the old, now-invalid strategy. The CEO must dictate the new direction and be willing to be inconsistent to reset the organization quickly.

Leaders often feel pressured to make quick decisions. However, in industries like life sciences where mistakes cost lives, true leadership vulnerability is admitting 'I don't know' and taking the time to gather more information. The right decision is often to wait.

Companies typically fail from poor execution, not poor vision. Success depends on navigating a handful of pivotal 'moments of truth' over a lifetime. The most critical leadership skill isn't just making the right choice, but first identifying that a rare, critical decision point has arrived.

If a decision has universal agreement, a leader isn't adding value because the group would have reached that conclusion anyway. True leadership is demonstrated when you make a difficult, unpopular choice that others would not, guiding the organization through necessary but painful steps.

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.

Agency leaders often delay decisions for fear of being wrong, creating significant opportunity costs and mental distraction. This paralysis is more damaging than the risk of an incorrect choice. Any decision is better than indecision because it provides momentum and learning, a lesson especially critical for small or solo-led agencies.

Ben Horowitz suggests a leader's primary role in decision-making is often to provide clarity, which unblocks the team and allows them to move forward. The organization needs a clear direction more than a perfect answer. This is achieved by staying in the details and being accessible, not by dictating every solution.