A key factor behind great decision making, is to make sure you are working with accurate information.

In a marketing context:

• You can assume that your marketing copy is as good as it can be or you can split test it. By testing different versions and measuring the feedback, you can improve both your message and your sales results.
• You can assume that your clients and former clients love the service you provide, or you can ask them.
• You can assume that your products or service is still better value than your competitors, or you can do some research and see if they’ve upped their game.
• You can assume that you already get a reasonable number of word of mouth recommendations, or you can compare them to the industry average. Note: I wrote this post about how to get more word of mouth referrals that you may find useful.

You get the idea.

In short, never make a decision without first knowing the facts. Make accurate information the foundation of all your decision making.