There Is No Silver Bullet: How to Make Clear Business Decisions Without Burning Out

January is often full of reflection, planning, and fresh financial goals. And somewhere in the middle of all that fresh-start energy, a familiar question shows up:

Should I change this?

A client asked me exactly that recently.

“I’m not sure I want to continue with this strategy.”

Not because it was failing.
But because there were no obvious signs it was working either.

That grey area is dangerous. When something isn’t clearly broken, but also isn’t delivering visible results, it’s incredibly tempting to scrap the whole thing and go hunting for the next shiny solution. The silver bullet. The thing that finally makes everything click.

Here’s what experience has taught me.

The silver bullet doesn’t exist.

Earlier in my career, I worked with Shoes of Prey, a high-growth international startup with millions in investment and the freedom to chase every opportunity we wanted.

And we did. Every rabbit hole. Every “silver bullet”.

Despite all that funding and talent, the business went into liquidation in 2018.

So I can say this with certainty: there is no silver bullet.

Sometimes a business stumbles across a channel, a product, or a moment that takes off fast. I’ve seen it happen. But even that momentum doesn’t guarantee sustainable growth if the business isn’t supported by strong fundamentals.

So what do you do when something isn’t broken, but isn’t clearly working either?

If customers rely on what you’ve built, that’s proof your business is valuable. You’re already doing something right. So instead of chasing a brand-new strategy, focus on these two things.

Step #1: Get more information

Feeling stuck doesn’t usually mean you need a new strategy. It usually means you need better information.

Look at why customers buy in the first place.
What makes them stay or buy more.
Why they leave.
What’s stopping new customers from saying yes.

This is where clarity comes from.
Not from guessing.
Not from copying someone else’s playbook.

Step #2: Find your joy again

Hard work without meaning will drain even the most capable founder.

Running a business is relentless. Cashflow, people, customers, sales pressure. It never really stops. When you’re exhausted or disconnected, throwing another strategy at the problem rarely helps.

Instead, come back to you.

Ask yourself what you’re most proud of building so far.
Why this business matters to you. Ask “why” seven times.
What impact you want to make over the next few years.
What keeps you going when it’s hard.

One exercise I love is opening a blank document and writing, “I’m pleased to announce that…”

Then write a press release for one, three, or ten years in the future. No filters. Just see what comes out. That’s the joy.

Your next move

Imagine running a business that holds.

You know where it’s going.
You trust the numbers.
Your team executes without everything coming back to you.
Nothing feels duct-taped or chaotic, even when things get busy.

That’s not a fantasy.
It’s what happens when the operational fundamentals are actually in place.

Strategic Growth Accelerator is my 1:1, 90-day programme for founders who’ve proven their business works, but know it won’t scale in its current state.

In 90 days, we reset the foundations so your business can grow without burning you out.

Find out more about the Strategic Growth Accelerator

If this article felt like it was written for you, it’s worth taking a closer look.