High Velocity Decision Making: Adding Value Quickly for your Customer

I am often reminded of a well-known management principle attributed to Peter Drucker:

“The greatest danger in times of turbulence is not the turbulence itself, but to act with yesterday’s logic.”

Reflecting on January 15, 2009, what continues to amaze me is how swiftly the crew and some passengers made decisions that ultimately shaped the outcome of that day.

From the Captain’s immediate decision to land in the Hudson River to passengers coordinating rescue efforts and the NY Waterway leadership swiftly deploying ferries, each high-velocity decision played a pivotal role in ensuring survival.

This experience serves as a powerful metaphor for Drucker’s insight. In moments of uncertainty, the real risk isn’t the uncertainty itself—it’s relying on outdated strategies that are no longer relevant to the present situation.

In my previous sales role, I constantly sought “beyond-the-ordinary” strategies that would not only deliver results for my clients but also shift their perspectives on what was possible.

However, when transitioning from corporate sales to entrepreneurship, I initially approached growth with “yesterday’s logic.”

Then, in April 2020, after stepping off stage in College Station, Texas, I received a text from American Airlines outlining new flight protocols. The next day, lockdowns began—and yesterday’s logic became obsolete overnight.

In conversations with leaders and entrepreneurs across various industries, we discussed strategies to “win the day” amid uncertainty and stagnation. The common thread among those who thrived was their ability to execute decisions quickly and confidently.

Looking back at January 15, 2009, I conducted a quick business case study on my experience that day. The key takeaway? The ability to make high-quality decisions at speed was essential. Accuracy and efficiency were critical, but rapid execution under pressure made the difference between survival and catastrophe.

That experience shaped how I approach business today. I applied those lessons to entrepreneurship, integrating additional tools from my strategic coaching experience. I discovered that making decisions quickly—testing what worked and adjusting rapidly—helped our team find the right solutions faster.

We learned at the speed of our customers.

In doing so, my team and I had to unlearn old habits and rethink our approach. One strategy we adopted was what Dan Sullivan calls “finding your ‘who’ for your ‘how.’”

This was evident in the Miracle on the Hudson. The “who’s” stepped up to handle the “how’s.” That day, I realized I was the who for certain things—but others had strengths I didn’t. By working together, those high-velocity decisions enabled 155 people to exit a sinking Airbus 320 in just seven minutes, giving them another chance at life.

Another strategy we embraced to break free from yesterday’s logic was the Impact Filter, a tool that allowed us to quickly clarify our vision for a decision and determine whether it was worth pursuing.

Incorporating the high-velocity decision-making mindset became an intentional practice.

It aligned with a guiding question I often ask myself—especially in moments of stress or challenge:

How can I add even more value to my team or clients while enjoying the process?

As our clients navigated rapid change, we had to adapt just as quickly. By leveraging the Who, Not How strategy and the Impact Filter, we integrated AI in alignment with our Access to Influence framework, fostering more Authentic Interactions.

This high-velocity decision-making mindset has helped our team remain aligned with our core mission—delivering significant value to our clients while achieving results in days rather than decades.

So, I leave you with this:

What is your primary question?

Are your decisions aligned with it?

Are you still relying on yesterday’s logic—or are you executing with confidence and speed?

If you would like to discuss how you can identify your personal primary question and how to make high-velocity decisions with confidence to impact your customer positively, email me at

dave@davesandersonspeaks.com!