Liz Edwards | GTM Strategist

Follow if you’re building something and want to make clearer decisions before you spend more time and money on the wrong thing.

I used to think good business decisions came from being smart enough to figure things out.

Now I think a lot of it is knowing when to stop, question the assumption, and get more evidence before you keep investing.

That’s been learned the expensive way.

And it’s a big part of why I care so much about the decisions founders make before they spend another six months, hire someone, build the next thing, or chase the next opportunity.

You don’t need perfect certainty.

You do need enough clarity to know the next investment is worth making.