The Urgency Mindset: Reclaiming the Power of Choice

By Steen Rasmussen: A talk with Andi Jarvis

In a world where speed beats size, and action often outperforms strategy, one truth continues to surface: doing nothing is still doing something.

In this candid conversation, Steen Rasmussen- co-founder of IIH Nordic and keynote speaker on digital decision making sits down with Andi Jarvis, founder of Eximo Marketing and a seasoned strategy advisor, to unpack a quiet epidemic in modern business: the paralysis of inaction. Together, they explore what it takes to build momentum in an age of analysis, complexity, and fear.

Why This Talk Matters

This interview is part of a 2-week urgency cohort hosted by Steen Rasmussen on Maven, built on the lessons learned during IIH Nordic’s bold move to a 4-day, 30-hour workweek.

But that transformation wasn’t just about hours. It was about mindset. About changing the way decisions get made. About removing the friction between knowing and doing.

The urgency cohort dives into the real mechanics of building a more decisive culture, one that replaces hesitation with momentum. If you’re stuck in planning loops, waiting for the perfect moment, or leading teams that stall at the finish line, this conversation is your wake-up call.

Who is Andi Jarvis?

Andi Jarvis is the Founder and Strategy Director of Eximo Marketing, a consultancy known for translating complex strategy into clear, actionable decisions.

He’s advised everything from challenger startups to established global brands and regularly speaks at marketing conferences across Europe. He also hosts the “Strategy Sessions” podcast, where he breaks down marketing leadership for a broad, ambitious audience.

Beyond business, Andi launched “Friends Of,” a nonprofit that connects underrepresented marketing students with internships, proving that real strategy doesn’t stop at boardroom doors.

The Trap of Inaction

Steen: Let’s dive right in, Andi. In this urgency cohort, one of the biggest realizations people have is this: inaction is still a decision. Why is that so hard to grasp?

Andi Jarvis: Because inaction feels like control. People think that if they wait, they’re managing risk. But what they’re really doing is giving that control away. If you don’t make a move, someone or something else will move for you. Delay is not a neutral state; it’s a slippery slope.

Steen: I see that, too. The longer a decision is delayed, the harder it is to make. People think they’re being cautious, but they’re just losing leverage.

The Illusion of Perfect Data

Andi Jarvis: Absolutely. One of the biggest myths in business is that we need perfect information to act. But perfect data doesn’t exist. And waiting for it creates a false sense of security.

If you’re always waiting for 100% certainty, you’ll never act, and your competition will.

Steen: I’ve spent most of my professional life in analytics, and even I say this: the last 10% of data isn’t worth it. You lose time, clarity, and confidence chasing marginal gains. Directional accuracy is enough in most cases.

When Leaders Freeze, Teams Drift

Steen: I’ve noticed something interesting: when leaders hesitate, the team doesn’t just pause—they disengage. It’s like momentum leaks out of the room.

Andi Jarvis: Spot on. Inaction is contagious. If the person in charge can’t decide, the rest of the team loses faith. Decisions, even imperfect ones, create forward motion. Without them, you create a culture of passive waiting.

Steen: That’s what kills urgency, not just the delay itself, but the ripple effect it creates.

The Myth of One-Way Doors

Andi Jarvis: Most decisions aren’t permanent. They’re not one-way doors. You can walk through, look around, and walk back if needed. But people treat every move like it’s irreversible, and that fear creates gridlock.

Steen: I tell clients all the time: the real risk is staying still while the world moves on. Choosing nothing is often choosing obsolescence.

Micro-Decisions Build the Muscle

Steen: I’ve started blocking out time in my calendar just to make decisions. Otherwise, they pile up and become invisible stress. It’s helped me build momentum.

Andi Jarvis: That’s exactly it. Making decisions is like training a muscle. The more you do it, the less scary it becomes. You get stronger, faster, and more confident. The goal isn’t perfection—it’s progress.

Steen: Sometimes I think we need a new metric: “decisions per day.” Not meetings. Not Slack messages. Just clear, forward-moving choices.

Help People See the Path

Steen: You’ve worked with a lot of hesitant clients. What helps people move forward?

Andi Jarvis: Simplify their options. Give them three doors—each with clear pros and cons. Not five. Not twelve. Just three. And walk them through each.

Once people realize they’re not choosing between “right” and “wrong,” but between tradeoffs, they breathe easier. That’s when action happens.

Steen: It’s like decision-making is less about intelligence and more about emotional load.

Andi Jarvis: Exactly. Lower the stakes, raise the clarity.

The Takeaway: Choose to Choose

Most people think momentum is something you either have or don’t. But really, it’s something you build—choice by choice, hour by hour.

Inaction isn’t safety. It’s surrender.
Waiting for perfect information is just another form of fear.
And if you’re not making decisions, someone else is—about your time, your business, your future.

The Podcast

Mentality, Processes, and Tools: Lessons from the 4-Day Workweek

This urgency mindset isn’t theory—it’s practice. Tested, refined, and proven over years inside one of Europe’s most progressive data companies.

If you’re ready to shift from analysis to action, from hesitation to leadership