Ever looked at your business and thought “why isn’t this working?” or “what should I do?” and then jumped into a new tactic because you saw it on Instagram, YouTube, or in someone’s email?

In this first episode, I’m explaining why running an online business is basically a forever game of Guess Who. The goal isn’t random guessing. The goal is asking better questions that give you clues, reduce uncertainty, and help you choose your next move without spiralling.

I also share why decisions feel extra loaded when you are the product, and why “it didn’t work” is often meaningless if you never defined what you were trying to achieve in the first place.

To help you start, I give you a tiny test you can do today, so you can move from “what should I do?” to “what do I need to learn to decide?”

I also introduce The 2026 Experiment, where I’m turning my business into a full year of tests and sharing what I try, what I learn, and the debriefs as I go.

In this episode

✔ Why guessing is gambling, and questions are how you win

✔ How clues help you stop reacting emotionally and make clearer decisions

✔ Examples of clues: visibility, clicks without sales, patterns in buyer questions, pricing feedback

✔ Why you need a goal first, or the numbers mean nothing

Tiny test from the episode

Write down one decision you are stuck on
Write: “What do I need to learn to decide this?”
Pick one clue you can gather to answer it

Links

Connect on Instagram: @theunicornadvisory

Ask me anything this week on Voxer: @unicornsue

Join The 2026 Experiment (half price until Dec 31): https://theunicornadvisory.com/2026