decide book review

This book is a golden nugget. Hidden in the mud.
I remember that, while reading it, I didn’t have big a-ha moments. I didn’t think much of the book. It was short, sweet and to the point.

Yet, when I checked out the highlights, I was amazed how many I took and how apt they were.

So, the no-WOW factor was the only CON of DECIDE I can think of.

And it has plenty of PROs…

1. Personal Narration.

Palmer very skillfully draws from his experience and shares it in a story format. After reading a few of his books, I’d say this is a hallmark of his writing.

Thus, DECIDE makes a perfect self-published book — instead of being bland and dry, it’s relatable, and you feel like you’re talking with the author.

2. Personal Experience.

Palmer is a fast-moving entrepreneur. He is also a seasoned business owner who started multiple businesses. He is unemployable in the good sense of this word.

He is a great fit to teach about deciding and what influence it has on your business, and your life.

In his own words:

Not to decide is a decision. And perhaps it is, but it’s a very bad one.”

Nothing, or at least very few things, “just” fall into place in your life. When you delay a decision, nothing gets done in the meantime, and you land in Squishyville. Oh, you don’t know what it is? That’s another PRO!

3. Squishyville.

Squishyville — the awful place where nothing happens.”

I found it hilarious. In Palmer’s book (literally and metaphorically) everything, but a swift decision and even swifter action, leads to Squishyville. And it’s an awful place, NOTHING happens there. Here are a few quotes to give you a gist of it:

Worry leads to Squishyville.

There is one place that may be perfect, and that’s Squishyville.

Failure to plan leads to… you guessed it: Squishyville.


4. Excellent Business Advice.

I hope I won’t spoil the whole book, but I’ll share a few quotes and why I think they are significant for every entrepreneur.

There’s only one opinion in the world that counts when it comes to running your business — your customer’s… your paying customer’s.”

Well, I think your own opinion counts a bit as well. But if we are talking about the outside perspective — certainly, you should pay no attention to folks who give you the negative feedback, who discourage you, who judge you — if they are NOT your paying customers. Their opinion should be indifferent for you like the sound of the sea. It is just a background noise, which means nothing.

You customers’ opinions, though, that’s a different story. They can tell you priceless information — for free! Thanks to their feedback, you can improve your services and products, you can create new services and products, you can increase your revenue.

Gross is for vanity; net is for sanity.”

This is a great quote! The whole book is worth reading just for that quote. Especially the first part. You should never, ever pay attention to gross figures nonchalantly tossed around on social media. They are empty. They mean nothing. It’s just a vanity metric.

It has nothing to do with sanity. In fact, it’s often a trap for newbie entrepreneurs. They are so focused on revenue that they forget about profits. And they are quickly out of business. And surprised how it even happened.

Entrepreneurs are one of the largest groups to wrestle with feelings of worth, achievement, and self-esteem.”

I don’t know what other groups wrestle more with those feelings. Maybe authors and rock stars? Anyway, entrepreneurs don’t just wrestle with those feelings, but also with mental health issues.

Because of those feelings? Probably. Anyway, just be warned it goes with the whole entrepreneurship package.

Without a doubt, honesty is always the best policy!”

If you build a business, of course. If you are a robber disguised as an entrepreneur, you may choose different policies.

DECIDE to be your authentic self — all the time. There should not be a personal brand and a separate ‘small business owner’ brand.”

That’s one of the best pieces of advice you can ever apply in the online world. Pretending might’ve been doable before the era of social media. It still is possible, but it requires tons of focus and tracking what you said and how. Seriously, it’s not worth your energy. You will better utilize it by being your authentic self and show this version — the only true version of you — with the world.

Save your mental energy for more important issues, like running your business.


DECIDE is a quick read with surprisingly rich business advice. Of course, it’s thin on the how-to and technical aspects of running a business. It is focused on the art of deciding wisely, and most importantly — deciding fast, so you can quickly move forward. It’s a mental game, and Jim Palmer helps you to play it.

I recommend it for entrepreneurs, wannapreneurs, and everyone else.

Decide Book Review – Solid and Free Business Book

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