240 – Why Smart Founders Still Make Bad Decisions Under Pressure
September 08, 2026
With so much attention on AI, automation and business systems, it’s easy to assume that better technology will automatically lead to better outcomes. But what if the real constraint to growth isn’t the tools you’re using, but how you make decisions when the pressure is on?
In this episode, Paul Sweeney sits down with Dr Sarah Choudhary, founder, AI expert and author of The Sirr Code. After more than 20 years building AI systems for large enterprises, Sarah shares why business performance ultimately comes down to the human side of decision-making. Together, they explore how founders can make better choices, avoid decision fatigue and use AI more effectively without becoming overwhelmed by information.
In this episode, you’ll learn:
- Why more data doesn’t always lead to better decisions
- How pressure impacts the way business owners think and act
- The hidden cost of decision fatigue and how to reduce it
- A simple framework for prioritising decisions based on risk and importance
- Why many AI projects fail despite having the right technology
- How to brief AI tools like you would a new team member
- How high-performing founders structure their decision-making processes
- A powerful framework for setting up a business with AI from day one
Whether you’re embracing AI, leading a growing team or simply looking to make better business decisions, this conversation offers practical insights you can apply immediately.
Dr Sarah Choudhary brings together decades of experience in artificial intelligence, entrepreneurship and human performance to remind us that no technology can replace clear thinking, sound judgement and self-awareness. This episode will challenge the way you approach business decisions and help you build a more focused, resilient and effective business.
Dr Sarah Choudhary has been a prominent figure in the industry for over a decade, helping organizations leverage technology to achieve their goals. She has been recognized with numerous awards for her contributions to the field of AI and digital transformation and was named to the 2024 Marquis’ Who’s Who List. She is the CEO of ICE Innovations, creating innovative solutions for daily life such as ICEride, iChef, and Sprawberry.
