www.shoestringventure.com You are the CEO of a company, albeit a very small oneβmaybe even a one-person company run from your basement. No matter what your venture's size, you are the CEO and, as CEO, you make the decisions that impactevery aspect of your business. If there is one irrefutable truth about business, it is this business success is the result of making the right decisions. The science of businessβif there is such a creatureβis the science of making good decisions. From the start of your business to the very peak of its success, you will be called upon to make very specific, detailed decisions across the entire scope of your business' activities: planning, strategy, finance, accounting, taxes, marketing, advertising, infrastructure . . . everything. And "everything" includes some of the most mundane, boring, dumb decisions imaginable, like who answers the phone. Just because you're uninterested in some issue does not exempt you from the responsibility of making a good decision. An acquaintance of mine spent many years at the pinnacle of the corporate ladder as the President of Worldwide Marketing first at Walt Disney and then at Sony Pictures. I once asked him what it was like to do such "big" jobs. He answered, "You have to have an ocean of knowledge . . . about two inches deep." As CEO of your company, good decision-making requires that you have an ocean of knowledge two inches deep. When some Web developer blasts you an email and tells you that this or_b_..._/b_
