Don't Be A Nibbler: Why Half Measures Don't Solve CEO-Size Problems

Just the other day, I had a conversation with one of the CEOs I coach. We were talking about a tough people decision they’d been circling for weeks, one that was clearly weighing on them and slowing the business down. I shared a phrase from Ben Horowitz’s book ‘The Hard Thing About Hard Things’: “When you eat sh*t, don’t nibble.”

They paused for a moment, laughed and said, “Yup, that’s what I’ve been doing, exactly that.” From there, something shifted. Once they accepted that they’d been nibbling at the problem instead of confronting it fully, they were able to move quickly and face the issue head-on.

That conversation stuck with me because I see this pattern so often. A company starts to drift, growth slows, a key exec underperforms, the strategy isn’t landing, etc. and the CEO knows something’s wrong. But instead of acting decisively, they make small adjustments. They nibble.

They change the reporting structure, add a consultant or launch another “initiative.” It feels like progress, but it’s really avoidance dressed up as effort. The truth is, nibbling only prolongs the pain.

The Cost of Nibbling

Nibbling at problems is a form of self-protection. It delays the discomfort of hard conversations and painful decisions. But the longer you nibble, the more the issue festers and the higher the eventual cost.

When I start working with a new CEO, we often surface these festering issues. By that point, some real damage has usually already been done. My role is to help them confront it, to strongly encourage and support them in addressing the issue immediately.

Obviously it’s infinitely better to prevent these situations from festering in the first place. Whether it’s letting go of a long-serving executive, facing up to a flawed go-to-market or admitting a product misfire, the fastest way back to health is always the same: face up to the ugly truth.

The Role of Truth-Seeking

This connects deeply to a theme I’ve written about before: the CEO’s job is to seek the unvarnished truth. You can’t solve what you’re not willing to see clearly. Eating the proverbial sh*t means confronting that truth without flinching, no excuses. It means looking at the data, listening to what your best people are telling you and having the courage to call the problem what it really is. Once you name it honestly, the path forward becomes simpler, if not easier.

Be Prepared to Live with the Consequences

Here’s the unlock that has worked for me personally many times in the past when I’ve faced similar decisions: being decisive isn’t just about making the call, it’s about being psychologically prepared to live with whatever follows.

CEOs often delay action not because they don’t know what to do, but because they’re afraid of what happens next.

“What if this person leaves and takes others with them?”

“What if the market reacts badly?”

“What if I make it worse?”

That fear keeps you nibbling. The antidote is acceptance. Before acting, mentally rehearse the possible outcomes, the backlash, the short-term pain, the hit to your ego and get comfortable with it. Remind yourself: your job isn’t to avoid discomfort, you will get through this, let’s do what the business truly needs.

How to Stop Nibbling and Start Acting

Here’s what I often coach CEOs to do when they sense they’re nibbling:

1. Name the real issue.

Strip away the symptoms and ask, “What is the real problem we’re trying to avoid?” Peel the onion until you get to the truth.

2. Quantify the cost of delay.

Ask, “What happens if we don’t act quickly?” Once the consequences are visible, nibbling becomes untenable.

3. Decide, don’t drift.

Once you’ve faced the truth, move quickly and completely. Replace the exec. Kill the product. Pivot the plan. Do it with empathy but do it “All in”.

4. Model the behaviour.

When CEOs act decisively, their teams learn that truth is valued over comfort. They build a culture that faces reality fast. That’s what real leadership looks like.

In summary: Every CEO faces moments where the easy path is to nibble to buy time, smooth over or half-fix. But leadership isn’t about comfort; it’s about courage. 

Stop nibbling and take a big bite!

Questions for Reflection:

1. What’s the issue in your business right now that you’ve been nibbling at instead of eating fully?

2. If you made the hard call today, what would it take for you to be at peace with the consequences?

Photo Credit: Saya Kimura