In this episode of Be a Best Run Business, Nicolena, Joe, and Jared explore their third principle: taking informed actions. They dive into the difference between reactive and proactive decision-making in the rental world. Jared explains how reactive decisions happen minute-by-minute, like emergency road calls or last-minute reservations, while proactive planning helps create flexibility for when those inevitable surprises hit. Joe discusses how dashboards and data can help prioritize decisions, like which equipment to pick up first, based on what's actually needed versus what's just sitting in inventory. The conversation covers real scenarios - from deciding whether to overnight parts for repairs to managing delivery routes efficiently. They also touch on how having all your information in one system prevents awkward situations, like a salesperson walking into a meeting not knowing their customer's equipment has been broken in the shop for weeks. It's all about using real data to make smarter choices instead of flying blind.