In a prior life I was having a discussion with two of our managers on deciding between which of two food shows we should have a booth. As the discussion went on, one of our managers said, "well, we just need to do more research on what the best food show is for us to attend." While it is true we didn't have enough information to make a good decision, what we were missing was the decision criteria in which to make the right decision. Once we focused the discussion on what our decision criteria was (buyer attendance, breadth of product line which we can show, and cost), our data gathering became much more purposeful and focused and yielded a better-informed decision.
Next time you’re faced with deciding between multiple alternatives, take the time up front to define specific decision criteria then do your data gathering based on the criteria. You'll make a high-quality decision which costs less in terms of time and money.
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