Clarity, Transparency & AlignmentThe Decision Maker's Trifecta
Struggling with slow decisions, unclear metrics, or team silos? Beth Forester, CEO of Animoto, shares her proven frameworks to simplify leadership choicesfrom scoring initiatives to prioritizingonemetric that matters.

1. Is this good for the business?

Problem: Too many options decision paralysis.

Beths fix: I set up a tiering framework Is this a differentiator? Will it drive revenue? Score it. Suddenly, low-impact work falls off the roadmap.

2. Pick one metric to move.

Problem: Inconsistent data no clear progress.

Beths fix: I tell my team: Name the primary metric youre moving. If youre tracking 10 things, you wont know what worked.

3. Did we learn? Then it wasnt a failure.

Problem: No way to track decision outcomes.Beths fix: I read: If youre not failing 50% of tests, youre not trying hard enough. Speed beats perfectionlearn and adjust.

4. Clarity unlocks potential.

Problem: Overwhelm no focus.

Beths fix: When people understand goals, values, and how we operate, they can make decisions instead of waiting.

5. Get marketing in the room early.

Problem: Silos missed context.

Beths fix: I told product teams: We need to know why this matters to customers. No more build it, then throw it over the fence.

6. 70% confidence? Move.

Problem: Delays from second-guessing.

Beths fix: Youll never have all the info. Ask: Can we get to 70%? Then go. Waiting for 100% means youre too late.

7. Trade show floors > dashboards.

Problem:Data lacks human insight.

Beths fix: In a few hours talking to customers, I learn more than weeks of charts. Data tells you whatbut people tell you why.

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