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Most people make hundreds of decisions a year.
But Nat Eliason argues you really only need to make four. Four great decisions that shape everything else, and today we’re going to uncover WHY.
The Problem With How We Think About Decisions
First, addressing the baby-shaped elephant in the room. I have been seriously playing catch up this (hella short) month. Plus our certification is coming up.
Within this period of million and a half decisions (including what to put in my lil girl’s nursery bag or when should her bedtime be if she only had 30min naps IYKYK) it hit me hard: we treat every decision like it's equally important.
What to post today. Which client to take on. What course to create. Whether to respond to that email.
We're drowning in decisions. And most of them don't actually matter. I learned it the uber hard way.
But a few do. A few decisions shape the entire trajectory of your year.
The Four Great Decisions Framework
Instead of trying to optimise every decision, Nat Eliason suggests you focus on making four great decisions per year.
These are the big, directional choices that determine what you work on, who you work with, and how you spend your time.
For example:
Deciding to launch a specific product
Choosing to work with (or walk away from) a particular client
Committing to a major project or pivot
Saying no to an opportunity that would derail you
Everything else should be smaller decisions that flow from those four.
When you're clear on your four great decisions, everything else gets easier. For reals, I tried it myself this January.
You're not constantly second-guessing yourself. You're not paralysed by every small choice. You've made the big calls. Now you execute, literally my favourite thing to tell students.
How to Identify Your Four
Here we go, Fab’s trusty round of questions. And yes, those are worth it. Trust me.
1. What are the biggest leverage points in my business right now?
Where would a single decision create the most impact?
2. What have I been avoiding deciding?
Often, the decisions we need to make are the ones we're actively not making.
3. What would my future self thank me for deciding today?
Six months from now, which choices will matter most?
4. What decision, if made well, would make everything else easier?
That's your great decision - and the number one golden question.
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My Four Great Decisions This Year
Those four decisions are sharping everything else I am doing this year. Most of the stress came from the small decisions I thought mattered but didn't.
Turn AMS on live event season into a profitable revenue stream (see sponsorships, paid ticket sales going up, speakers fees for 2027)
Run two cohorts of our certification and doubling paying students by Autumn (applications for Spring cohort close tomorrow)
Build a core team with trusty contractors and coaches instead of doing everything myself
Prioritise audience growth and visibility for the school
Once you've identified your four great decisions, they become a powerful filter for everything else. Yes, more questions are coming your way - I mean, are you really that surprised?
1. Does this align with one of my four great decisions?
If yes → Move forward quickly
If no → Question whether it's worth your time
2. Will this decision matter in six months?
If yes → Give it proper consideration
If no → Make a quick call and move on
3. Can this be delegated, automated, or eliminated?
If yes → Do that instead of deciding
If no → Set a 10-minute timer and decide
Example: Triaging a Client Opportunity
Let's say someone approaches you about a project. Run it through the filter:
Does it align with my four great decisions? My third decision was to build a core team. This client work would require me to do everything solo. ❌
Will this matter in six months? It's a one-off project with no long-term impact, and budget it not justifying the hit. ❌
Can it be delegated? Not really, they specifically want me. ❌
Decision made: Politely decline. Better things will come. And yes, it is still scary to say no at first, I am still human after all, 12 years in biz.
YOUR HOMEWORK ✍️
Think about the past year. What were your four great decisions? Did you make them deliberately? Or did you drift into them?
Now think about the year ahead. What are the four great decisions you need to make? If you need help, here are our four questions.
What are the biggest leverage points in my business right now?
What have I been avoiding deciding?
What would my future self thank me for deciding today?
What decision, if made well, would make everything else easier?
Write your decisions down then give yourself permission to stop agonising over everything else.
What are your four great decisions for the year ahead?
Whether I like it or not, I gotta admit, something inherently powerful happens when you stop treating every decision like it's life or death.
As a bi-product, you’ll stop optimising the unimportant - and letting decision fatigue drain your energy.
Make your four great decisions. Then get on with the work that matters.
Because at the end of 2026, no one's going to remember what you posted on Tuesday (bar your biz bestie or partner) or which font you chose for your landing page.
They'll remember what you built. And that usually comes from what you committed to and what you had the courage to say yes and no to.
That's what great decisions do. They compound. They shape everything else. They give you permission to stop sweating the small stuff.
Now go make yours.
Always cheering you on,
Fab
PS. Doors for our marketing certification cohort close tomorrow - don’t say I did not warn you!
GRAB A COPY OF MY NEW BOOK 📖
Fifteen years of marketing experience condensed into one book. The Customer-Driven Marketing Handbook is about building relationships using marketing as your superpower. But also a book about being human in your marketing, regardless of the tools, trends or changes that this crazy world throws at us.