Lynda Moore finds that business investment decisions are less about the money plan, and more about what the investment represents

For the past few weeks, I have been having the, will I, won’t I, is this a good idea in the current economic environment argument with myself. Some days the Lynda that says, ‘just go for it’ wins, and on other days, the more cautious Lynda says, ‘it didn’t go well last time, are you sure this is a good idea?”

I’m sure I’m not the only business owner feeling like this. You’re sitting there, looking at the numbers. You’ve done the maths, updated the spreadsheet 50 times (or is that just me?). You can make it work.

But that’s not really the problem. Because alongside the spreadsheet, there’s something else running quietly in the background. A tug-of-war you can feel, even if you can’t quite explain it. One part of you is already leaning forward. That’s the ‘let’s go for it’ you. This makes sense. It’s the next step. The kind of decision that helps your business grow.

And then there’s the other part. That’s the more cautious you. The one that pauses. The one that feels that slight tightening in your chest at the thought of committing that amount of money. The one that gently (or not so gently) asks, “But what if it doesn’t work?”

And just like that, the decision isn’t straightforward anymore. You’re in the middle of it.

This is where I found myself, I’m deciding whether to invest in a marketing project or not, it’s not just throwing a few posts up on social media, it’s a full marketing plan, and it doesn’t come cheap. On paper, it stacked up. Strategically, it aligned with where I want to take my business. I have a good alignment with the person I’m going to be working with. There was a clear case for doing it. And yet… I hesitated. Not because I didn’t understand the value. But because of what saying “yes” actually meant.

It’s rarely just about the money. These moments have a way of revealing something deeper. Because when you really sit with it, decisions like this are rarely just about the investment itself. They’re about what the investment represents.

Growth… or risk.
Expansion… or exposure.
Opportunity… or the possibility of getting it wrong.

And underneath all of that sits your relationship with money - often shaped long before this particular decision ever showed up. 

When the investment is small, it’s easy to move quickly. You trust yourself. You decide, and you get on with it. But as the numbers get bigger, so does the internal noise. There’s the part of you that wants to keep things steady:

“You’ve built this carefully. Let’s not put that at risk.” The part that wants reassurance: “Can we just be sure this is going to pay off?” This is the question I keep coming back to, as I know I have an internal dialogue based on past marketing I have done.

And then there’s the quieter voice, the one that doesn’t always shout, but sits there with a sense of knowing: “This is part of where you’re going next.” “If you want to fast track growth, then effective marketing is what you need to do” says go for it Lynda

Neither of these voices are wrong. They’re all trying to do their job. Which is exactly why it can feel so hard to know what to do.

At some point, I realised I wasn’t really deciding about the marketing project at all. I was deciding which part of me I was going to listen to. The part that’s done a very good job of keeping things stable, predictable, and safe. Or the part that’s willing to step into something bigger, even without guarantees.

And if I’m honest, that’s not always a comfortable place to be. Because there isn’t a version of this kind of decision that feels completely risk-free. Even choosing not to move forward has its own cost. Staying where you are also has a cost. Waiting for more certainty has a cost.

What helped me wasn’t trying to get rid of the discomfort. It was asking a better question.

Instead of “Is this the right decision?” I found myself asking: “Which decision fits with where I’m actually trying to go?” Not where I’ve been. Not what feels most familiar. But the direction I say I want for my business, and myself.

That didn’t make everything suddenly feel easy. But it did bring a sense of clarity that hadn’t been there before.

It’s so easy to judge decisions based on what happens afterwards.

Did it work?
Did it bring a return?
Was it worth it?

But when it comes to bigger investments, that way of thinking can be a bit misleading. Because a “good” decision isn’t always the one that guarantees a particular outcome. Sometimes, it’s the one that’s made with awareness, with honesty, with a clear understanding of what’s driving you, and what might be holding you back.

If this feels familiar, you’re not alone in it. These moments are part of growing a business.
And, if we’re honest, part of growing as a person too.

So, if you find yourself sitting with a decision that feels bigger than just the numbers, it might help to pause and gently check in with yourself.

Not just what you’re deciding but how you’re deciding.

You might ask:

• Am I protecting what I’ve already built, or creating space for what comes next?
• Which part of me is leading this decision right now?
• What would feel like a stretch—but still aligned?
• And if nothing changed, how would I feel about that in six months’ time?

Because often, the real value in these moments isn’t just in the outcome.

It’s in learning how to sit with the uncertainty…and still choose, in a way what feels true to you.

I have made my decision, and I’m feeling very comfortable with it,  and I’m excited about what is ahead.

*Lynda Moore is a Money Mentalist coach and New Zealand’s only certified New Money Story® mentor. Lynda helps you understand why you do the things you do with your money, when we all know we should spend less than we earn. You can contact her here.