Hard is not the enemy.
Wrong is.
Terry Rice helps leaders and teams decide what to push through, what to redesign, and what to stop.
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Facts got free.
Judgment didn't.
Your teams are being told to adopt AI, change how they work, and do it again next quarter. Most of them can't tell the hard calls from the wrong ones. And here's the part nobody says out loud: hard and wrong feel identical.
So your best people grind on projects they suspect are pointless, and abandon the ones that would have worked with one more push. Nobody quits because the work is hard. They quit because they can't tell if it matters.
That's not a motivation problem. It's a decision problem. And decision problems don't respond to pep talks.
He didn't read about rebuilding. He did it.
Fired from Facebook for drinking. Sober since 2015. Rebuilt from nothing into SXSW, Good Morning America, and rooms full of Fortune 500 leaders.
Every part of the system Terry teaches was built under weight, not in a workshop. That's why it holds when your team is under weight too.
Is this hard,
or is it wrong?
When a decision hurts, that pain is either a warning that says stop, or a toll you pay to keep going. They feel identical. The test settles it with evidence, not feeling.
- Question 1What am I actually trying to achieve here? Name the goal, not the fight in front of you. If the answer is a feeling, you named the fight.
- Question 2Is this hard, or is it wrong? You can't answer by feel. You settle it with evidence, and evidence comes in three states.
- Question 3What's the move? The evidence hands you one of four outcomes. Then you move, on purpose.
Avoidance
The fact exists and you've ducked it. You don't have a decision yet. You have homework.
Experiment
No fact exists yet. Take the smallest reversible step that makes one, and set the date you'll look.
Values
No fact will settle it. Set a decide-by date, then ask who you want to be here.
Think of the decision you've been circling. Which one is true?
Three steps. No mystery.
Book a call
Thirty minutes on your audience, your goals, and what's actually stuck. If it's a fit, you get a custom proposal within 48 hours.
Terry builds it around your room
He talks to attendees beforehand, absorbs what they're dealing with, and weaves their real situations into the session. No canned talk.
Your team runs the test Monday
Every attendee leaves with the Hard or Wrong card, a manager version for team meetings, and a decision they've already run through it.
"When you come to a conference like this, you're always looking for that one class that's going to take you back to the office and get you fired up about your job again. Terry was the one that did it."
"He speaks with the crowd, not at them. Real experiences, valuable insights on how others can enhance their mindset, and custom solutions to make it happen."
"Terry delivered a highly engaging keynote with specific examples and personal stories that illustrated his messages so powerfully. The students asked questions until the end and even from the back row."
Hear it from the room itself. Eleven videos on the keynote page →
The same team. Two futures.
Without a decision system
The struggling project gets another quarter because nobody can prove it's wrong. The good idea dies in review because nobody can prove it's right. Your best person quietly interviews elsewhere, not because the work is hard, but because they suspect it's pointless.
With one
The team names the goal out loud. The stuck project gets a smallest reversible test and a date. The wrong one gets killed on purpose, with the ego watched on the way out. And the hard, right work finally gets full effort, because everyone knows it passed the test.
People already ask you for advice. Get paid for it.
Terry coaches on EveryExpert and advises the company. One link does the whole job: people book time with you, pay upfront, and the follow-up sends itself. He shows up, helps someone, and he's done.
It doesn't have to become a job. It's knowing you can make money on your own terms, whenever you decide to. Every responsible adult should know how that feels.
The Keynote
Hard or Wrong. For teams facing AI adoption and constant change. They leave with the test, the card, and a decision already made.
See the keynoteThe Workshop
AI Build Lab. Your team builds working AI tools in one session. Not demos. Tools that run the next morning.
See the labFor Individuals
Coaching and courses. Book a session with Terry on EveryExpert, take the $29 Lead Flywheel, or start with his free LinkedIn Learning course.
Start hereThe Film
Rock Bottom Was the Beginning. 16 minutes. The real story. No email required. Just watch it.
Watch nowOne decision, every Tuesday.
Stories, science, and real-world lessons from a father of five who trains daily, builds with AI, and does the work most people only talk about. What works. No filter.
Bring the decision system to your team.
One call. Thirty minutes. If it's a fit, a custom proposal within 48 hours.
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