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Making choices deliberately and strategically – weighing up various options and deciding on one over the others – but doing so not just for your own betterment and for the bottom line separates the sustainable and long-term from the quick cash-in-hand thinkers.

This month, we are speaking to business leaders who have had to make decisions that impact others while considering the balance of the outcome. Importantly, the lesson here is that the obvious choice is not always the right one. A thought process surrounding only profit and sales leaves so much to chance, and that is where unexpected challenges occur.

Keith Michael, CEO at Lebone Litho Printers, is regular making these choices, but he has learned that wider impact is critical and should be at front of mind. He could invest in the cheapest technology and make a better margin, but his quality would drop. He could deploy AI and replace humans, but his insights would be impacted. He could close down complicated relationships to streamline, but his bottom-line would be hit. He could make his life so much easier, but what would that do to his reputation as a pioneer? He tells us more about the impact Lebone is having in South Africa.

James Shirley, MD – Africa at Segen Solar, could easily choose to import generic, stock products that would serve a purpose in Africa’s energy transition. But he has rather taken the direction of bespoke, boutique, world-class in each interaction. The result is not being the cheapest, and not being the biggest, but having the best possible product range for clients across sub-Saharan Africa.

Ian Matthews, Director at Bravura, makes high-stake decisions every day. In the investment banking game, partnership is the key to success, and one wrong step creates unnecessary risk. For Bravura clients, Matthews insists on experience and quality above all. This decision often rules out the company’s services for a larger customer base, but the result is an award winning and highly trusted business.

By taking the difficult decisions and understanding that the immediate ‘make the most money’ choice is not always the most sustainable is key in the way these leaders think. Get in touch and tell us about how you justify the decisions you make for your business. We’re always online at LinkedIn.