I didn’t start as a coach. I started as someone who thought more analysis would lead to better decisions.
I’ve been a lawyer, a consultant, and a corporate executive—always the guy who had to have all the answers, make all the calls, and somehow keep everything moving forward. I lived in spreadsheets and strategic plans, convinced that if I just gathered enough data, the right path would become obvious.
It never did.
Instead, I found myself paralyzed by options. Exhausted by the weight of every choice. Frustrated that despite all my success, I felt like I was always one decision away from everything falling apart.
Sound familiar?
My career started with perfectionism, panic attacks, and self-medication. Over the next almost three decades, I used meditation, retreats, and work with spiritual teachers and coaches to build up my own capacity, and then to learn how to help others build theirs. But I was convinced I wasn’t ready to help others full time.
The turning point came in 2016 when I lost my corporate job. Suddenly, I had a choice: get another job and spend the next two years planning my coaching practice (like I’d been doing for the past ten), or just start.
I picked now.
Not because I had it all figured out—but because I finally understood that waiting wasn’t reducing my risk. It was increasing my stress.
What I’ve Learned About Decision-Making
Most founders think they need more information to make better decisions. But here’s what I’ve discovered working with hundreds of successful leaders:
- You already have everything you need. The information, the instincts, the capability. What you’re missing isn’t data—it’s permission to trust yourself.
- Fear disguises itself as prudence. That voice telling you to “be careful” and “think it through one more time”? It’s not wisdom. It’s fear of being wrong, judged, or out of control.
- Action creates clarity, not the other way around. You don’t need to see the whole staircase to take the first step. In fact, the path only becomes clear when you start walking.
- Every delay has a cost. While you’re waiting for certainty, opportunities disappear. Teams lose momentum. Competitors move ahead. And you carry more mental weight with each passing day.
My Approach Is Different
You don’t need more strategies—you need to trust the ones you already know work.
- I help you see what’s really stopping you. Usually, it’s not the complexity of the decision. It’s the stories you’re telling yourself about what might happen if you’re wrong.
- I help you recognize your patterns. Every leader has a default way of avoiding decisions. Some over-research. Some over-delegate. Some create impossible standards. Once you see your pattern, you can break it.
- I help you build your decisiveness muscle. Like any skill, the ability to choose quickly and confidently gets stronger with practice. We start with smaller decisions and work up to the big ones.
- I help you separate the decision from the outcome. Good leaders make decisions based on the information available now, not on guarantees about the future. When you stop trying to control outcomes, decision-making becomes much simpler.
More about the Pick Now approach.
Who I Work With
My clients are seasoned founders and second-generation business owners running successful companies—typically $20M+ in revenue, with some well into the hundreds of millions and beyond. They operate across industries from construction to healthcare to fintech. They’re not new entrepreneurs figuring out product-market fit. They’re established leaders, often between 40-50 years old, facing a different kind of challenge:
- They’ve mastered the financials but now ask deeper questions like “What do I actually want?”
- They’ve built something remarkable but feel trapped by their own success.
- They know what they want to do next but can’t seem to pull the trigger.
- They’re exhausted by the weight of constant decision-making and wonder if this is what success is supposed to feel like.
- They want to exit in 3-5 years but don’t know how to get there without burning out.
- They still feel like they’re trying to prove themselves—even after years of success, many feel like they haven’t “arrived.”
These aren’t people who need more business advice. They need someone who understands the unique pressures of leadership at scale and can help them navigate those pressures without burning out.
Ready to Pick Now?
If you’re tired of carrying the weight of unmade decisions and ready to lead with the clarity and confidence you already possess, let’s talk. Reach out to me at jeff@jmunn.com or schedule time for a conversation online.
Because the business you want to build—and the life you want to live—are both waiting for you to decide.