By Caz Taylor, BizVid Partner
In challenging times such as these, to remain solvent and have your best chance for success…Discerning the difference between objective and subjective decisions can mean the difference between being profitable and sustainable, or not. Discerning subjective from objective decisions can mean the difference between remaining lean and vibrant, versus struggling for your business to stay alive.

A few definitions are in order. Subjective decisions would be those decisions one makes which are subject to their own personal preferences. Objective decisions would be those which are made objectively, that is, decisions which look at the challenge from a broader perspective, and discerning what would be the wisest decision overall. A synonym for objective may be the word “compromise. “

Being a perfectionist in everything you do does carry great value, if you and your business can afford to do so. But, if solvency is important in these challenging times, one must ask the question, “Do the things that I care about really matter to my customer or do my personal, subjective preferences restrain my greater success?”  For many, this may be the most difficult decision a business owner can make. One may see this as compromising one’s own character when making bottom line decisions.


At this juncture, an important point must be made. There are distinct differences between making moral versus immoral decisions regarding your business. One must not count those as being subjective versus objective. In those instances moral character must always be in the forefront for your decisions. There is no room for compromise there.

Even so, making objective decisions deals with stepping outside your own personal preferences. As such, taking a point of view from the bigger picture, it may be advisable to bring in trusted partners, employees and/or a trusted spouse into your decision-making process. This approach may fly in the face of a person who relishes the value of being a self-made man or self-made woman. But, one may find if they objectively incorporate other points of view in their final decision-making, two important, invaluable things may occur.

First, by incorporating insights from your peers, your work environment will internally and perhaps eternally improve. Secondly, an improved internal business environment will eventually translate into a positive external business environment. This will further translate into longevity, also known as long-lasting success.

There is an old adage which tells us “If one can chase 1,000, two can chase 10,000.” This can be particularly true in business. This phrase is certainly less connected to subjective decisions and more valid when objective decisions are made.

With our company, BizVid Communications, we are co-owned by my partner and me. Through the years I have learned to treasure his insights, and I believe he has learned to treasure mine. In these challenging times we know that our best chance for success will be to be codependent one, upon the other. As such, subjective decisions must give way to objective ones. Both of us are perfectionists in one way or another. Ironically my subjective perfectionist decision often is in direct contrast to my partner’s perfectionist subjective decision. It has become a good discipline for both of us to give and take a little bit. As such subjective decisions transition into objective decisions and our company’s greatest good and best chance for success emerges.

I hope this point of view is helpful to you as you dig deeply and find your company’s greatest chances success in these challenges ahead. This should be most comforting in the fact that you really don’t have to do it alone. Such is the benefit of embracing the objective over the subjective.