Executive Decision-Making at Zola

In April 2020, Rachel Jarrett, President and COO of wedding technology company Zola, called a meeting with the organization’s key decision-makers. The company had previously launched three business expansions: a vendor marketplace, a wedding apparel division, and a honeymoon-planning service. However, the March 2020 onset of COVID-19 had prompted many couples to delay or cancel their weddings, and it was unclear how long the pandemic would last. As a result, Jarrett and Zola CEO Shan-Lyn Ma knew that they could only fully invest in one of the three new businesses, while they could pursue a second business with limited funding. To decide the appropriate path forward, Jarrett and Ma sought the perspectives of the company’s leadership team through a four-step decision-making process that Jarrett had developed. The process, which the team called “taking a vote,” began when the key decision-maker delivered a data-driven presentation on a discrete set of options for a given strategic dilemma. Next, the team conducted an anonymous vote, followed by a discussion in which each team member explained the reasoning behind their vote. Finally, the team voted a second time on the ideal path forward. During the meeting, the Zola team must decide which business to pursue, which to continue in a limited way, and which to pause. Jarrett must also decide how to proceed if the team’s opinion differed from her own.