54 Percent of US Business Owners Have No Real Plan. Here's a Better One Than a Spreadsheet.

That pricing review you've been putting off since March. The underperforming product line everyone tiptoes around in the planning meeting. The org chart that still describes a business you outgrew eighteen months ago. None of these feel urgent, which is precisely why they're still sitting there — and precisely why they're costing you more every single month you leave them alone. Kevin calls this strategic debt, and after over 30 years building and advising companies, from his own nine businesses through to brands like McDonald's and Nestlé, he'd put it up there as the most underrated killer of SME growth he's seen.

Financial debt is a decision you made and are now paying interest on. Technical debt is a shortcut a developer took that now slows every new feature. Strategic debt is the same mechanism, except the "shortcut" is a decision you never made at all. You didn't decide to keep the underpriced product line — you just didn't decide to fix it. You didn't decide to leave the org chart broken — you just got busy. The enemy here isn't bad judgement. It's deferred-decision inertia: the quiet, completely understandable habit of telling yourself "I'll deal with it after this busy period," knowing full well the busy period never actually ends.

Here's why it compounds. A pricing review deferred for a year doesn't just cost you a year of margin — it costs you a year of customers anchored to the wrong price, a year of your team assuming the old number is gospel, and a much harder conversation when you finally do move. An underperforming product line left alone doesn't just drag on profit — it eats sales time, warehouse space, and management attention that a growth line should be getting instead. Debt doesn't sit still. It accrues interest, and the interest is paid in options you no longer have.

The fix isn't more strategy. It's a habit of surfacing the debt before it's overdue. Kevin calls it the Quarterly Debt Register, and it works because it's brutally simple:

1. List every deferred decision — once a quarter, write out every strategic call you and your leadership team have been avoiding.

2. Estimate a cost of delay for each one — a dollar figure, a margin percentage, or a plain sentence describing the consequence.

3. Rank by cost, not comfort — sort by what the delay is actually costing you.

4. Assign an owner and a date to the top three before the meeting ends.

"I have grown my business 5x since working with Kevin. Everything Kevin told me to do was the complete opposite of what I had been doing. Working with Kevin has truly been a complete game changer."

— Richard, Chem Suppliers

Richard's result didn't come from doing more of what he was already doing. It came from doing the opposite of instinct — which, when you're carrying strategic debt, is usually the correct diagnosis. Instinct says protect what's familiar. Clearing debt means acting on what the numbers actually show.

Most owners Kevin meets already know exactly what's on their debt register. They could recite it to you right now, unprompted. Knowing isn't the problem — doing is. Owners avoid these decisions for the same reasons anyone avoids a hard conversation: the fix might be uncomfortable, it might mean admitting an earlier call was wrong, or there's simply no one else in the business with the authority and distance to force the issue. That's the real value of outside accountability. Not new ideas — most owners have those already — but a structure that makes the register non-optional and a second set of eyes with nothing to lose by naming the debt out loud.

If you're carrying strategic debt and know exactly which decisions you've been putting off, the fastest way to clear it is with someone forcing the register onto the table every quarter.

Clear the register one quarter at a time, and you become the owner who decides rather than defers.