You don't have an execution problem. You have a decision problem.

Your team can probably move fast. They're waiting for six executives to agree on what they're allowed to do.

Kaleb JesseeFounder, Krafted Revenue · · 5 min read

Most companies don't have an execution problem. They have a decision-making problem.

Leadership teams will spend three months debating a decision that should take three days. Another month socializing it. Two weeks building the deck. Then they finally make the call after the opportunity has passed.

And somehow the postmortem is: "We need to execute faster."

No.

Your team can probably execute fast. They're just waiting for six executives to agree on what they're allowed to execute.

What is company speed, really?

Speed at a company isn't about working harder. It's about how quickly information becomes a decision, and how quickly that decision becomes action.

Most of the delay doesn't live on the front line. It lives in the gap between "we know something" and "we've decided what to do about it." That gap is a leadership gap.

The best operators I've worked with aren't reckless. They just understand that a pretty good decision today is often worth significantly more than the perfect decision six weeks from now.

What does a meeting actually cost?

That meeting could have been an email. It also cost your company $1,000. And somehow, nobody made a decision.

Have you ever actually calculated what these calls cost? I have. It's staggering.

Put 10 people earning an average of $150,000 into a one-hour meeting. That's roughly $750 in salary alone. Add benefits, preparation, follow-up and the work that didn't happen while everyone was talking, and you're easily past $1,000.

Now put that meeting on the calendar every week.

Companies will aggressively negotiate a software contract while casually burning tens of thousands of dollars discussing decisions nobody feels empowered to make.

Collaboration or permission culture?

When nobody feels safe making a call, the same pattern shows up everywhere. People add another stakeholder. Schedule another call. Ask for one more approval. Make sure nobody can blame them later.

That isn't collaboration. It's a permission culture.

Most employees don't need another speech about taking ownership. They need clarity on what they're trusted to decide without assembling a committee first.

A company moves at the speed of the decisions its people are trusted to make. And it pays dearly for every decision they aren't.

How to make faster decisions as a leadership team

  1. Name the decision owner up front. Input from many people is fine. The decision belongs to one person.
  2. Set a decision date when the question comes up, not when the deck is finished.
  3. Separate reversible decisions from irreversible ones. Most decisions can be undone. Treat them that way and move.
  4. Push decision rights down. Write down what each level is trusted to decide without escalation, and honor it.
  5. Audit your recurring meetings. If a meeting rarely ends in a decision, change its purpose or cancel it.

You want a faster company? Stop asking your teams to move faster. Look at how long leadership takes to make a decision.

Adapted from two of my LinkedIn posts on decision speed and the real cost of meetings. Follow me on LinkedIn for more.

Frequently asked questions

What is the difference between an execution problem and a decision-making problem?

An execution problem means the team knows what to do and can't deliver it. A decision-making problem means the team is waiting on leadership to decide what to do. Most companies that say they need to execute faster have the second problem.

How much does a meeting cost?

A one-hour meeting with 10 people averaging $150,000 in salary costs roughly $750 in salary alone. With benefits, preparation, follow-up and lost work, it is easily more than $1,000.

How can a leadership team make decisions faster?

Name one decision owner, set a decision date up front, treat reversible decisions as reversible, push decision rights down the organization, and cancel recurring meetings that rarely end in a decision.

Next stepSee the Revenue DiagnosticFind out where decisions, process or people are slowing your revenue engine down.Go
Kaleb Jessee
About the author

Kaleb Jessee has held every seat in a revenue organization, from seller to CRO to CEO, and has closed more than $300 million in revenue for companies from seed stage to PE-backed. He is a national champion collegiate debater and has coached six national champions. He leads Krafted Revenue.