Why Chasing Trends Won’t Grow Your Business (Do This Instead)

Decision-Making in a Noisy Market—How to Lead When Everything’s Competing for Your Attention

Ever feel like the online business world is designed for robots, not real people? Me too. Every day there’s another hot take, another shiny platform, another AI tool that promises to fix it all. The market is chaotic—and it’s only getting louder.

Welcome to the age of decision fatigue. Where the algorithm shouts louder than strategy, and every scroll brings a new “must-try” tactic. So, how do you lead? How do you decide what’s actually right for your business, your energy, and your clients?

Let’s get real—because surface-level advice won’t cut it anymore.

Why the Noise Feels So Loud

It’s not just you. The online world has matured. Buyers are more discerning, strategies move faster, and attention spans? Tiny. We’re all juggling a million competing priorities. For me, that means 3,000 browser tabs open in my brain, cooking dinner, and running a business—all at once.

No wonder so many leaders feel destabilized. There’s pressure to do it all—email marketing, AI assistants, rebrands, the works. And if you’re not careful, you’ll chase trends, hoping for magic, and lose sight of what actually matters.

The 3-Filter Framework: Energy, Revenue, Alignment

Here’s how I cut through the chaos—and make decisions I can stand by:

Energy:

Does it energize me or deplete me?

If it feels like a soul-sucking obligation, I don’t do it. Perfect example: a while ago, someone suggested I start a newsletter. The idea? Dreadful. But when I reframed it—The Rural Intersect, where life and business truly intersect—suddenly, it energized me. It wasn’t just “content for content’s sake.” It became something I looked forward to. Same format, totally different energy.

Revenue:

Is it profitable or sustainable?

Not everything pays off on day one. But if I can see long-term ROI—or if it builds the foundation for future revenue—it stays. The newsletter isn’t instantly profitable, but it’s a platform for deepening trust and future offers. That’s worth it.

Alignment:

Is this in line with my values and the leader I want to be?

If it doesn’t reflect how I want to serve or show up, it’s out. Period.

When something feels aligned, I don’t need a pep talk or permission. It fits, even if it’s uncomfortable at first.

Leadership Isn’t Always Comfortable

Here’s what most people won’t say: true leadership is messy. It’s uncomfortable. Making bold moves—often without external validation—is the mark of a real industry leader. Sometimes you’ll ruffle feathers. Sometimes you’ll have to do it scared, or with no guarantees of success.

That discomfort? It’s not danger. It’s growth. It’s a sign you’re stepping into something more aligned, not just repeating what’s familiar.

The Biggest Traps (And How to Avoid Them)

• Chasing trends for a dopamine hit.
• Waiting for certainty or permission before acting.
• Staying stuck in “what’s always worked,” even when it no longer fits.
• You don’t need external validation to move forward. If it’s clear, aligned, sustainable, and energizing—you’re good to go. Action beats perfection every time.

How Leaders Build Trust Now

In this so-called “trust recession,” your audience is more discerning than ever. People are watching how you make decisions—how you adapt, what you choose, and the strategy behind your moves. Trust is built in how you show up and bring people along for the ride.

So, if you’re facing a decision right now, run it through my filter:

• Does it energize you?
• Is it profitable and sustainable?
• Is it aligned with your values and vision?

You don’t have to have all the answers. You just need a way to find clarity when things get loud—and the courage to trust yourself in the process.