Keith Grinsted discusses the importance of decision-making in business, categorizing decisions into strategic, tactical, and operational. He emphasizes the necessity of making decisions rather than avoiding them, as indecision can lead to missed opportunities and potentially fatal business consequences. The article also touches on the decision-making process, including defining the issue and considering all options. Grinsted uses anecdotes and quotes from historical figures to illustrate his points.

The author, self-titled 'The Olderpreneur', specializes in assisting individuals over 50 in starting their own businesses, particularly after facing redundancy, unemployment, or other life crises. They reference their successful Launchpad programme and invite listeners to learn more through a BBC Radio 4 iPM interview. The author also offers freelance business writing services, including books, e-books, articles, and blogs, and mentions their work available on Business Expert Press. They highlight their extensive network, with over 20,000 connections on LinkedIn, and their involvement in groups related to charity and education. Additionally, the author is aiding software tech startups in securing funding through FasterCapital, a Dubai-based global incubator. They encourage tech startups and other businesses seeking funding to reach out, offering their support and connections to facilitate growth and success.