I actually prefer London as the AI/ML community is bigger. Kings Cross feels like a proper "tech hub" with Google and Deepmind there. English is the main language, and people are welcoming and risk-taking. Zug/Zurich has better taxes and lifestyle (lake, mountains, food, air quality), but people are more standoffish and it's harder to make friends.
What is really complicating this decision is that I have a weird headache issue : in some places (I did live in Budapest for a while as well as London), I have a low-to-medium-intensity permanent headache. I did keep a daily log and the pattern is really clear. Whenever I am in Budapest or London, the headache shows up after 2 days of being there. Whenever I move elsewhere, it goes away after 1 to 2 weeks. I did have it at other times, especially when travelling but not as intensely. I did have it when travelling to Zug for the first time, but it went away. In Budapest it never went away after 5 months of being there. In London, I don't know as I never stayed for longer than 10 days. I did consult with GPs but the cause is unclear. One doctor said it's maybe a tension-type headache. I did try to do sport, sleep better, eat better. But location seems to be the highest correlation and I'm still very unsure of the cause.
I am the majority shareholder and founder of the trading/research operation, so I have the final word about where to go. What I am wondering is wether that headache issue is bad enough to tip the scale in favor of Zug. Form a business perspective, London is better. But I just don't feel good there. The state of uncertainty that has lasted since 5 months now is hard to bear for the team, so I don't want to take too long to make that decision.
Any tips about how to navigate this choice?