Removing Barriers to Action

By Steen Rasmussen: A talk with Chris Kubby

In a constantly accelerating world, the ability to act swiftly is becoming a competitive advantage. But what holds us back? In this candid conversation, Steen Rasmussen, co-founder of IIH Nordic and keynote speaker in the world of analytics, sits down with Chris Kubby, founder of CAPCO and a seasoned voice in global social media strategy. Together, they unpack the psychology behind inaction, the illusion of perfect timing, and the art of creating momentum both in business and in life.

Who is Chris Kubby?

Chris Kubbernus, widely recognized by his professional alias Chris Kubby, is the Founder and CEO of Kubbco, a Copenhagen-based social media agency specializing in helping brands amplify their digital presence. With over two decades of experience in digital marketing, Chris has collaborated with both startups and major corporations to craft impactful social media and content marketing strategies.

An accomplished keynote speaker, Chris has delivered over 100 presentations across North America and Europe, including notable events like the first Snapchat conference, 'Snaphappen'. His insights have earned him accolades such as being named the "#1 Business Guru on Snapchat" by Forbes and inclusion in Mashable's "Top 50 Marketing Influencers on Snapchat".

Chris's thought leadership extends to his brand, where he shares daily marketing insights and business strategies with a substantial online following. His expertise has been featured in prominent publications, including Forbes, AdAge, and Mashable.

For more information, visit his official website: chriskubby.com

The Podcast:

The Cost of Inaction

Steen: Welcome, Chris. I’ve been really inspired this past year by one recurring theme: the cost of inaction. It’s everywhere. That led me to set up a Maven cohort around this idea. So, let’s dive in. From your experience, what stops people from getting things done?

Chris Kubby: Honestly? Fear. We joke that it’s just laziness and wanting to sit on the beach but really, it’s fear of making the wrong move. That fear usually stems from uncertainty. When we don’t have enough data or we’re unsure how something will play out, we hesitate. And let’s be real, the world is moving faster than ever before. There are too many trains passing by, and we're constantly wondering if we’ve jumped on the right one. That’s paralyzing.

One-Way vs. Two-Way Doors

Steen: Sounds like fear of commitment, wanting to keep every door open.

Chris Kubby: Exactly. And that mindset bleeds into everything from relationships to business decisions. In the past, people stayed at a company for 30 years. Now? People change every 2–3 years. We chase flexibility, but all those choices can leave us stuck. Just look at Netflix, we’ll spend 40 minutes choosing a movie instead of just pressing play. That kind of indecision is everywhere now.

Steen: I’ve been thinking about this idea of one-way vs. two-way doors. A one-way door is a decision you can’t undo, like launching a massive campaign or getting married. But increasingly, I see people treating every decision like it’s a one-way door. They’re terrified of making the wrong move.

Chris Kubby: Totally. And as marketers or consultants, we’re constantly trying to help clients move forward. But if they’re locked in this mindset of “what if it fails?” it becomes incredibly hard to sell progress, especially when they perceive risk as permanent. Our job becomes less about selling the product and more about de-risking the decision.

Aligning with Their World

Steen: So how do you do that in practice? How do you nudge people forward?

Chris Kubby: We’ve tried the usual tactics, “act now or miss out,” but they rarely work. Clients see through that. What works better is aligning with their internal pressures. Understand their cycles, their seasons. For instance, in Europe, we only have about 10 working months in the year, so we remind clients, “If you want this campaign to live before summer, we need to move now.” It’s urgency, but it's grounded in their world, not ours.

Decision Fatigue Is Real

Steen: I’ve noticed that clients often ghost after saying yes. They stop replying, delays creep in. I wonder if it’s decision fatigue, too many decisions, too little bandwidth to process consequences.

Chris Kubby: Absolutely. Just yesterday, we had a client push back on the budget. Instead of slashing everything, we proposed a phased approach. Let’s just do Phase One on your budget. Then we can evaluate. Maybe you’re right, and the rest will be cheaper. Maybe we were right, and you’ll need to increase the budget. Or we’ll scale down later. But we spelled out all three paths clearly, and what each door looks like. That level of hand-holding builds trust and lowers the anxiety that leads to indecision.

Optimizers vs. Satisficers

Steen: Have you heard of the concept of satisficers vs. optimizers?

Chris Kubby: No, but tell me.

Steen: It’s basically the difference between people who look for “good enough” versus those who search for “the best.” Satisficers make faster decisions. Optimizers take longer, find objectively better outcomes but are less happy with them. They always think “If I just searched a little more, maybe I’d find better.” That’s us now. We optimize everything—our diet, our careers, even how we sleep. It’s exhausting.

Chris Kubby: Completely agree. We live in a society obsessed with squeezing the most out of every situation. Life hacks, biohacking, optimization culture. But that mindset slows us down. Sometimes “good enough” really is good enough.

The Illusion of Perfect Data

Steen: That search for perfection exists in data too. Everyone wants perfect data before they act but perfect data is an illusion. You get diminishing returns chasing the last 1%.

Chris Kubby: Couldn’t agree more. I used to obsess over attribution dashboards, trying to plug every data source into one system. Now I know I only need three or four numbers. Directionally accurate. That’s it. Are we growing? Are we converting? If yes, we’re good. Give me clarity, not clutter.

Building the Decision Muscle

Steen: Recently, I’ve tried a new habit—scheduling “decision hours” into my calendar. One hour just to make decisions. Otherwise, they pile up and I end up pushing them endlessly.

Chris Kubby: I love that. You should write a book—Five Decisions Before Breakfast. Get up, go through your inbox, make five calls. Done. I think making decisions is like building muscle. You’ve got to train it.