In 2004, Howard Schultz nearly destroyed Starbucks by doing what seemed right—giving people more options. More food items. More merchandise. More drink combinations. More stores opening every week. The coffee giant was everywhere, offering everything, and revenue was climbing.
But then… something was dying.
Later, Schultz admitted that in their pursuit of growth, they’d lost their way. Stores smelled like burnt cheese instead of coffee. Baristas were overwhelmed. And the magic was gone.
In 2008, he did something radical:
he closed every U.S. store for an afternoon to retrain baristas on making the perfect espresso. He cut the menu and eliminated all the fluff; he ended distractions. He chose constraints over endless expansion… and boom! Starbucks came back stronger than ever.
I think about this a lot.
Sometimes we mistake freedom for unlimited options and flexibility.
We want the “freedom to do whatever we want, whenever we want!” I’ve heard this many times. It sounds great.
We think more options equal more opportunity. More job offers mean more career potential (this is good, especially in a tough market). More side hustles mean more income streams. More investment options mean more wealth.
But here’s what actually happens in extreme cases: we freeze.
Think about your life right now.
How many tabs, projects, ideas, and tasks are you juggling? Maybe that business idea you’ve been “thinking about” for years. Different certifications you want to pursue. Retirement accounts spread across multiple platforms waiting to be consolidated.
All those options aren’t serving you—they’re draining you.
Here’s what I’ve learned: commitment is the real catalyst. Not optionality. Not flexibility. Not “keeping doors open.”
The moment you close nine doors and walk through one with full conviction, magic happens. Your brain stops spinning. Your energy focuses. Your actions align.
I learned this the hard way. I spent years researching the “perfect” business niche—career coaching, fitness, clothing brands, selling bracelets on eBay.
I read every book, listened to every podcast, joined every forum.
What did I accomplish? Not as much as I could have if I would have been focused.
I was paralyzed by the fear of making the wrong choice, which meant making no choice at all.
When I finally picked a simple strategy—sharing what I knew about financial security—my business grew. More importantly, it freed mental space for everything else.
That’s when I had more energy and patience for relationships, when I finally felt like I was moving forward instead of treading water.
Now, I know what you’re thinking, “But Alex, what if I commit to the wrong thing? What if I pick a career path and the industry collapses? What if I choose one business idea and miss out on the next big opportunity?”
I hear this all the time. And look, it’s a fair concern.
But here’s the reality: the cost of the “wrong” decision is almost always less than the cost of no decision.
You know what’s guaranteed to fail?
The business you never start. The skill you never develop. The investment you never make because you’re waiting for perfect certainty.
And here’s something else people don’t talk about: commitment doesn’t mean forever. It means for now.
It means giving something your full attention long enough to actually see results. You can pivot later—but you can’t pivot from standing still.
The people who “waste time” on the wrong path? They still learn something. They build skills. They make connections. They gain clarity about what they actually want.
The people who never commit? They’re in the same place five years later, still weighing options, still gathering information, still waiting for a sign.
I’m not saying be reckless. Do your research. Get advice. But at some point, you have to trust yourself enough to make the call.
Because the highest risk isn’t choosing poorly—it’s never choosing at all.
So here’s the thing:
Your career doesn’t need all qualifications; it needs you to be exceptional at something. Your wealth doesn’t need fifteen income streams; it needs a couple that you execute brilliantly.
Your purpose doesn’t need endless exploration; it needs deep commitment.
I’ve noticed that people who break through aren’t those with the most options—they’re the ones who decide and then make that decision right.
They picked the job, became invaluable.
Chose the investment, stayed consistent.
Started the business, pushed through the messy middle.
Here’s what no one tells you: commitment liberates you, it doesn’t limit you. Those constraints you fear help you build something that lasts.
So, ask yourself today:
- What decision are you avoiding, waiting for the “perfect” option?
- Which doors are you keeping open that keep you stuck?
- If you could pursue just ONE major goal in the next 12 months—the one that would move your life most—what would it be?
And I get it. Closing doors feels scary, especially if doors weren’t always open for you. But you didn’t fight this hard to remain paralyzed at the crossroads.
You didn’t earn your degree, climb your ladder, and carry responsibilities just to drown in possibility or die a person of “lots of potential.”
The life you want—the wealth, impact, freedom, security—isn’t waiting behind more options.
It’s waiting behind a decision.
Make one today. Then make it work.
That’s where your real power lives.
Keep going,
Alex
PS: what constraints will you embrace this week to create real freedom? Message me @thealexisidro
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I’m a dad, husband, engineer (14 years) , and online educator. I share lessons and guidance in the areas of career, online business, finances, and family. My mission is simple: leave the world better than when I arrived and help one million people advance their careers, achieve financial security, and live purposeful lives.