Running a small business means making decisions. Lots of them.
What should you post today? Which email needs answering first? Should you take on that new client? When should you invoice? Which supplier should you use? Do you really need another software subscription?
Individually, these decisions seem small. But when you’re making dozens of choices throughout the day, it can become mentally exhausting.
That’s where decision fatigue comes in.
What is decision fatigue?
Decision fatigue is the mental tiredness that can come from having to make lots of decisions over time.
It’s not a medical condition, and the science around exactly how decision-making becomes fatigued is still developing. However, psychology research does show that our attention and mental resources are limited, and having too many choices or decisions to process can make it harder to think clearly.
For business owners, this can mean reaching the end of a busy day and finding that even a simple decision feels surprisingly difficult.
You might think:
“I’ll deal with that tomorrow.”
And sometimes, putting something off is simply the right choice. But if you’re constantly making decisions about things that could have been made simpler, you’re using valuable mental energy on tasks that don’t necessarily move your business forward.
Look at how many decisions you’re actually making
For one day, keep a rough note of every decision you make.
Not just the big ones.
Include things like:
- Which emails to answer first
- What to post on social media
- Whether to attend a meeting
- Which task to work on next
- What to buy for the business
- When to follow up with a client
- Which version of a document to use
- Whether something needs your attention at all
You might be surprised by how quickly the list grows.
The aim isn’t to eliminate decision-making, that’s impossible when you’re running a business. It’s to remove unnecessary decisions where you can.
Create more defaults
One of the simplest ways to reduce decision-making is to create a default.
For example, instead of deciding every week when you’ll write your newsletter, choose a regular day.
Instead of wondering what to post each time you open Canva, create a few recurring content themes.
Instead of deciding from scratch how you’ll respond to common enquiries, create templates that you can personalise.
These aren’t about making your business rigid. They’re about making routine decisions easier.
Psychology research into choice architecture and defaults has shown that the way choices are presented can influence what people do. In business, creating sensible defaults can mean fewer things need your attention in the first place.
Don’t make every decision immediately
When everything feels urgent, everything becomes a decision.
Try separating your tasks into:
Do now – genuinely urgent or time-sensitive.
Schedule – important, but doesn’t need to happen today.
Delegate – someone else could reasonably handle it.
Delete – it doesn’t actually need doing.
That last category can be surprisingly powerful.
Sometimes the best decision is deciding not to do something at all.
Give your brain fewer things to juggle
Another useful concept from psychology is cognitive load, which is essentially, how much information your working memory is trying to hold and process at once.
If your day involves constantly switching between emails, client work, admin, social media and unexpected questions, you’re asking your brain to repeatedly change focus.
Simple systems can help!
Keep information in one place. Document recurring processes. Use calendars and task lists. Set aside specific times for emails rather than constantly checking them.
The goal isn’t to become perfectly organised. It’s to give your brain less unnecessary work to do.
Your business shouldn’t depend on every decision being yours
As your business grows, one of the most useful questions you can ask is:
“Does this actually need to be a decision I make?”
If the answer is no, could you create a process, set a rule, automate it or delegate it?
You don’t need to remove every decision from your working day. You just want to make sure your mental energy is being spent on the decisions that really matter.
Because sometimes, being more productive isn’t about doing more.
It’s about giving yourself fewer things to decide!
make it happen..
T: 01903 910546 or E: makeithappen@mbsmih.com