This is a business book about choices. Yours. A confrontation for business owners and startup founders.If your business doesn't have a written strategic plan (for established), a go-to-market strategy (for startups), and a disciplined sales process (for both), then stop pretending you're serious about growth. You're winging it, and that's why you're either stalled or failing.Most claim they're too busy to plan. That's a lie. The truth is you either don't know how, you're scared of being held accountable, or you're clinging to the myth that hustle alone is enough. CHOICE is unapologetically practical, drawn from selling billions of dollars in fighter-aircraft contracts, running global aerospace programs, and, for the last 20 years, fixing stalled businesses and sales teams. This book is not intended to be motivation but instead offers specifics on: -Finding the shortest path to revenue for your startup.-The decision guardrails that come from GTM and strategic planning.-The role of the CEO, what it is, what it's not, and why most get it wrong.-What marketing's job really is and why you might fire your agency.-Why your sales team loses deals, and the brutal truth behind "I didn't know."-How to build a culture of accountability that scares off the dead weight.This isn't theory. It's what the best CEOs do, distilled into blunt, practical language. If you're tired of guessing where growth is or constantly reacting to market forces, read this. If not, keep doing what you're doing. That too is a CHOICE.