Explore every episode of the podcast Stop Guessing, Start Testing

We are currently in that weird, liminal space between Christmas and New Year’s. You probably don’t know what day of the week it is, and you’re likely fueled by leftover chocolate.

But if your brain is anything like mine, it hasn’t switched off. In fact, it might be spinning faster than ever.

You’re looking at 2026 and suddenly, the "good ideas" feel heavy. You’re asking: Should I launch a new product? Should I change my pricing? Should I start a YouTube channel?

It’s easy to get stuck because every decision feels like a "Babushka Doll"—you open one decision, and there are ten more tiny decisions hiding inside it. And if you pick the wrong one, it feels like the whole house of cards will fall down.

In this episode, I’m talking about how to get out of that paralysis by stopping the gambling and starting the eliminating.

We chat about:

1. How one simple decision like what product should I create, can suddenly turn into 50 tiny decisions about pricing, launching, and tech.
2. Using the "Guess Who" idea to eliminate the options that definitely won't work, rather than trying to magically pick the winner straight away.
3. Why you need to look at your actual reality to narrow down the list.
4. Why you should cross off any strategy that feels like painful and difficult (even if the gurus say it works).
5. The story of how I used ChatGPT to plan this podcast when I was stuck with video anxiety and limited time.
6. Why you need to get in motion first to get data and why a "good enough" decision is always better than a perfect one that never happens.

If you are stuck on a decision, grab a piece of paper.

1. Write down the decision.
2. List your constraints (Time, Money, and Energy/Assets).
3. Look at your options and cross off anything that clashes with those constraints.
4. Pick the "lightest" option left standing and treat it as your first test.

The 2026 Experiment: If you want to watch me use this exact elimination process to plan my own year—and see the real-time data from every experiment I run—come join me inside The 2026 Experiment.

We kick off on January 1st!

Join for 50% off (Early Access) until Dec 31st: theunicornadvisory.com/2026

Connect with Sue:

1. Instagram: @theunicornadvisory
2. Voxer: @unicornsue
3. Website: theunicornadvisory.com

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.

✔ 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

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

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