The best decisions often don’t feel comfortable.

They don’t feel obvious. They don’t feel easy.

Brian Whetten, in his book Yes Yes Hell No, explains how great decisions evoke three responses. Your intuition says yes. Your logic confirms it. But your fear says, Hell No! Run away!

That fear is the real test.

It’s a sign that the decision is worth making.

For founders of wealth firms, decision-making is constant. Every day, there’s something to evaluate. Do you expand your team? Do you invest in new technology? Do you collaborate with a larger platform?

These are not easy questions. They come with risks, trade-offs, and uncertainty.

But avoiding them is not the answer.

The best decisions push you forward. They force you to step beyond what’s comfortable. They make you rethink old beliefs. And that’s exactly why they feel scared.

Many founders hesitate before big decisions.

They wonder if they should keep their firm small or build a legacy business. They struggle with hiring the right people. They resist raising their fees, fearing client backlash. They delay succession planning, thinking they have time.

But time is not infinite.

The market is changing. Client expectations are evolving. The competition is getting sharper.

Founders who delay big decisions fall behind.

That’s where this Yes Yes Hell No framework comes in.

First, listen to your intuition. Your gut often knows before your mind does. It senses opportunity. It recognizes potential. It nudges you toward something bigger.

Then, check it with logic. Does the decision make financial sense? Can it be executed well? Does it align with your long-term vision? If the answer is yes, you’re onto something.

And then comes the fear. The resistance. The doubt.

This is where many stop.

They feel the fear and assume it means something is wrong. But fear is not always a warning. Sometimes, it’s proof that you’re making the right move.

Fear is what keeps businesses small.

Fear is what keeps financial professionals from growing beyond a solo practice.

Fear is what stops firms from investing in systems, teams, and technology.

Founders who succeed recognize fear but don’t let it control them.

They acknowledge the discomfort. They understand the risk. But they act anyway.

They know that great decisions don’t always feel great in the moment.

Let’s talk about common decisions that financial professionals delay.

Some hesitate to collaborate. They let control issues prevent them from leveraging world-class platforms. They stay small because growth feels uncertain. 

Some financial professionals refuse to go after high value clients. They justify it by thinking clients won’t sign up. 

Some refuse to change their pricing. They undercharge for their expertise. They justify it by thinking clients won’t pay more. They ignore the fact that the best clients value quality over cost.

Some financial professionals don’t invest in marketing. They believe word-of-mouth is enough. They convince themselves that marketing feels salesy. They ignore the reality that the most successful firms are the best marketers.

Some resist succession planning. They assume they have plenty of time. They put off thinking about the future. They leave their firm’s destiny to chance.

All of these decisions create growth bottlenecks.

All of them keep wealth firms stuck in the same cycle.

The financial professionals who break through are the ones who embrace fear.

They take calculated risks. They invest in what matters. They make bold moves even when they feel uncomfortable.

Every major business breakthrough comes with fear.

Raising fees is scary until you realize clients are happy to pay for value.

Hiring a team is scary until you see how much more your firm can accomplish.

Building systems is scary until you experience the freedom they bring.

Committing to a succession plan is scary until you realize you’ve secured your firm’s legacy.

The best decisions don’t always feel safe. But they lead to better futures.

So, what decision are you hesitating on?

Where is fear stopping you?

What would happen if you moved forward anyway?

The answer might just be the breakthrough you’ve been waiting for.