The Hardest Decision Isn’t Strategic
Why so many stay stuck — and what finally changes when you commit to who you are
I’ve been thinking a lot about why so many smart, capable people feel stuck right now — not stuck because nothing is happening, but stuck because none of it seems to be adding up. There’s effort everywhere. New ideas. New initiatives. New platforms. And yet, when you zoom out far enough, it often feels like the same ground is being covered again and again.
What’s interesting is that this usually isn’t a strategy problem. Most people I talk to don’t lack ideas. They know what they could do next. They’ve read the books, listened to the podcasts, tried the frameworks. The issue isn’t a shortage of options — it’s that none of them ever fully get chosen.
When everything feels possible, nothing gets committed to. So the work stays broad. The message stays flexible. The direction stays loose. At first, that flexibility feels like freedom. Over time, it starts to feel more like drift.
Niching gets framed as a business move, but I don’t think that’s what it really is. At its core, it’s an identity decision. It’s the moment you stop outsourcing direction to trends, clients, or whatever’s working for someone else and start saying, this is who we are, and this is who we’re for. Not because you’re certain — but because you’re willing to commit before certainty shows up.
Most people aren’t struggling because they lack strategy. They’re struggling because they’re not sure who they are — or they don’t trust what they’re discovering enough to stand behind it. So they hedge. They keep doors open. They avoid saying no too early. And in doing so, they stay busy without ever building depth.
The irony is that clarity doesn’t come from thinking harder about the choice. It comes from doing the work and paying attention to what consistently shows up. Certain problems energize you more than others. Certain conversations feel easier, more honest, more useful. That’s not a limitation — that’s information. And ignoring it in the name of optionality is how momentum never quite forms.
Once that internal clarity starts to take shape, everything downstream gets simpler. Your message sharpens because it’s grounded in something real. Decisions speed up because they’re filtered through identity, not fear. Even where and how you show up begins to make more sense — not because someone told you where to be, but because you finally know what you’re building toward.
The people and organizations that look focused from the outside usually aren’t more disciplined than everyone else. They’re just more honest about who they are — and more willing to commit to that truth before they feel completely ready.
Few people articulate this tension — between identity, focus, and the courage to choose — better than this week’s guest, Eggs! The Podcast alumni, Eric Ressler. As the founder and creative director of Cosmic, Eric has spent years helping organizations clarify who they are, who they serve, and what becomes possible once that decision is made.
Choosing Who You’re For — and Building From There
Eric Ressler is the founder and creative director of Cosmic, a social impact creative agency that helps organizations clarify who they are, who they serve, and how to communicate that with intention. What began as a generalist branding and digital shop eventually evolved into something far more focused — a deliberate decision to work almost exclusively with nonprofits, social enterprises, and mission-driven organizations.
That shift wasn’t driven by a sudden insight or a trend in the market. It came from years of experience doing the work, paying attention to patterns, and recognizing where Cosmic created the most value — and where the work felt most aligned. Rather than narrowing services, Eric and his team narrowed their audience, choosing depth over breadth and clarity over convenience.
Today, Cosmic operates as a fully distributed team serving organizations around the world, helping them move beyond surface-level storytelling and into work that builds trust, community, and long-term impact. At the center of Eric’s approach is a belief that focus isn’t restrictive — it’s what allows organizations to build credibility, confidence, and momentum in an increasingly noisy digital landscape.
When Focus Becomes a Decision, Not a Tactic
Once identity becomes clear, focus stops feeling restrictive and starts feeling stabilizing. Eric’s perspective makes it clear that real momentum isn’t created by doing more — it’s produced by choosing more deliberately.
“Instead of having customers, you have a community that you’re reaching and engaging.”
Actionable insight:
When you know who you’re for, relationships replace transactions. Community isn’t something you build with tactics — it’s what forms when people recognize themselves in what you’re doing.
“We realized we needed a more meaningful differentiation… outside of just our expertise.”
Actionable insight:
Skill alone rarely sets you apart. Differentiation comes from alignment — from deciding what kind of work you actually want to be known for, not just what you’re capable of doing.
“Niching down means you’re saying no to a lot of opportunities.”
Actionable insight:
That discomfort is the point. Saying no isn’t a loss of opportunity — it’s the moment where direction finally starts to form.
“The marketing transition can be instant, but the practical transition takes time.”
Actionable insight:
Identity shifts don’t show up overnight. The decision happens in a moment, but the confidence comes from living with it long enough to trust it.
“Eventually, you start to see patterns by doing similar work for similar organizations.”
Actionable insight:
Patterns are earned, not discovered. Depth only reveals itself after repetition — and repetition only happens once you stop chasing variety for reassurance.
“Trying to appeal to everyone is even worse than pissing some people off.”
Actionable insight:
Clarity always creates exclusion. If no one feels uncomfortable with your message, it’s probably because no one feels particularly seen either.
“Building a solid brand takes time, energy, and consistency — but it’s the long game.”
Actionable insight:
Short-term attention is easy to borrow. Long-term trust has to be built — slowly, deliberately, and from a place of self-knowledge.
The Courage to Choose
There’s a strange relief that comes with choosing — not because it removes uncertainty, but because it replaces noise with direction. When you stop trying to be everything, the work doesn’t just get clearer; it gets lighter. Decisions take less energy. Messaging stops feeling forced. Progress becomes something you can actually feel, not just track.
The irony is that focus doesn’t usually arrive once you feel ready. It shows up when you’re willing to trust what the work has been revealing all along. Who you enjoy serving. Where you create the most value. What feels honest enough to stand behind, even when it costs you options.
In a world that rewards motion, choosing still looks risky. But over time, it’s the people and organizations who commit — not perfectly, but deliberately — who build something that lasts. Identity first. Everything else follows.
Thanks for reading,
—Ryan
If you’re ready for life to feel more intentional, more aligned, and more within your control, this guide gives you the structure to make that shift real. Your next version starts with a single decision. Get the field guide
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Catch Eric Ressler’s interview in its entirety on Eggs! The Podcast.
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Reading list
If you're looking to go deeper on the themes from this week's newsletter, here are a few books that pair well with the conversation and offer a broader perspective:
1. The Courage to Be Disliked — Ichiro Kishimi & Fumitake Koga
A powerful exploration of identity, self-trust, and the cost of living for approval. This book challenges the idea that keeping options open leads to freedom — and instead argues that commitment to who you are is the real unlock.
2. Essentialism — Greg McKeown
Not about productivity, but about discernment. McKeown reframes focus as a disciplined pursuit of what actually matters — and makes a strong case for why saying no is often the most strategic decision you can make.
3. Deep Work — Cal Newport
A practical counterpoint to a distracted world. Newport’s core idea — that meaningful results come from sustained attention — mirrors the same truth Eric and this essay point toward: depth beats breadth over time.
4. Start With Why — Simon Sinek
A classic for a reason. While often referenced, it’s rarely applied honestly. At its best, this book is about alignment — ensuring that what you build outwardly reflects what you actually believe inwardly.
More to explore
Cosmic — Eric Ressler’s social impact creative agency
LinkedIn — Eric Ressler on LinkedIn
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