Write the objectives before inventing the options

When it fits

• A decision starts from two visible alternatives and the conversation is already becoming a comparison of them.

When to avoid it

• Do not create a ceremonial objective list for trivial decisions; use this where the first visible alternatives may be constraining the problem.

Why it matters

List the outcomes the decision is meant to achieve before expanding or scoring alternatives. Separate what must be protected from what would be nice to improve. Then use each objective as a prompt for additional options. This can turn a narrow A-versus-B choice into a better decision opportunity.

Steps

1. State the decision in neutral terms without naming a preferred option.
2. List the outcomes that matter independently of the current alternatives.
3. Mark hard constraints separately from objectives to improve.
4. Generate at least one option from each important objective before comparing.

Check your result

At least one useful option or design change appears that was not present in the original A-versus-B framing.

Keep this limit in mind

• Do not create a ceremonial objective list for trivial decisions; use this where the first visible alternatives may be constraining the problem.

Connected ideas