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What Is a Business Plan?

Understanding business plans, how to write a business plan, common elements of a business plan, how often should a business plan be updated, the bottom line, business plan: what it is, what's included, and how to write one.

Adam Hayes, Ph.D., CFA, is a financial writer with 15+ years Wall Street experience as a derivatives trader. Besides his extensive derivative trading expertise, Adam is an expert in economics and behavioral finance. Adam received his master's in economics from The New School for Social Research and his Ph.D. from the University of Wisconsin-Madison in sociology. He is a CFA charterholder as well as holding FINRA Series 7, 55 & 63 licenses. He currently researches and teaches economic sociology and the social studies of finance at the Hebrew University in Jerusalem.

A business plan is a document that details a company's goals and how it intends to achieve them. Business plans can be of benefit to both startups and well-established companies. For startups, a business plan can be essential for winning over potential lenders and investors. Established businesses can find one useful for staying on track and not losing sight of their goals. This article explains what an effective business plan needs to include and how to write one.

Key Takeaways

• A business plan is a document describing a company's business activities and how it plans to achieve its goals.
• Startup companies use business plans to get off the ground and attract outside investors.
• For established companies, a business plan can help keep the executive team focused on and working toward the company's short- and long-term objectives.
• There is no single format that a business plan must follow, but there are certain key elements that most companies will want to include.

Investopedia / Ryan Oakley

Any new business should have a business plan in place prior to beginning operations. In fact, banks and venture capital firms often want to see a business plan before they'll consider making a loan or providing capital to new businesses.

Even if a business isn't looking to raise additional money, a business plan can help it focus on its goals. A 2017 Harvard Business Review article reported that, "Entrepreneurs who write formal plans are 16% more likely to achieve viability than the otherwise identical nonplanning entrepreneurs."

Ideally, a business plan should be reviewed and updated periodically to reflect any goals that have been achieved or that may have changed. An established business that has decided to move in a new direction might create an entirely new business plan for itself.

There are numerous benefits to creating (and sticking to) a well-conceived business plan. These include being able to think through ideas before investing too much money in them and highlighting any potential obstacles to success. A company might also share its business plan with trusted outsiders to get their objective feedback. In addition, a business plan can help keep a company's executive team on the same page about strategic action items and priorities.

Business plans, even among competitors in the same industry, are rarely identical. However, they often have some of the same basic elements, as we describe below.

While it's a good idea to provide as much detail as necessary, it's also important that a business plan be concise enough to hold a reader's attention to the end.

While there are any number of templates that you can use to write a business plan, it's best to try to avoid producing a generic-looking one. Let your plan reflect the unique personality of your business.

Many business plans use some combination of the sections below, with varying levels of detail, depending on the company.

The length of a business plan can vary greatly from business to business. Regardless, it's best to fit the basic information into a 15- to 25-page document. Other crucial elements that take up a lot of space—such as applications for patents—can be referenced in the main document and attached as appendices.

These are some of the most common elements in many business plans:

• Executive summary: This section introduces the company and includes its mission statement along with relevant information about the company's leadership, employees, operations, and locations.
• Products and services: Here, the company should describe the products and services it offers or plans to introduce. That might include details on pricing, product lifespan, and unique benefits to the consumer. Other factors that could go into this section include production and manufacturing processes, any relevant patents the company may have, as well as proprietary technology . Information about research and development (R&D) can also be included here.
• Market analysis: A company needs to have a good handle on the current state of its industry and the existing competition. This section should explain where the company fits in, what types of customers it plans to target, and how easy or difficult it may be to take market share from incumbents.
• Marketing strategy: This section can describe how the company plans to attract and keep customers, including any anticipated advertising and marketing campaigns. It should also describe the distribution channel or channels it will use to get its products or services to consumers.
• Financial plans and projections: Established businesses can include financial statements, balance sheets, and other relevant financial information. New businesses can provide financial targets and estimates for the first few years. Your plan might also include any funding requests you're making.

The best business plans aren't generic ones created from easily accessed templates. A company should aim to entice readers with a plan that demonstrates its uniqueness and potential for success.

2 Types of Business Plans

Business plans can take many forms, but they are sometimes divided into two basic categories: traditional and lean startup. According to the U.S. Small Business Administration (SBA) , the traditional business plan is the more common of the two.

• Traditional business plans : These plans tend to be much longer than lean startup plans and contain considerably more detail. As a result they require more work on the part of the business, but they can also be more persuasive (and reassuring) to potential investors.
• Lean startup business plans : These use an abbreviated structure that highlights key elements. These business plans are short—as short as one page—and provide only the most basic detail. If a company wants to use this kind of plan, it should be prepared to provide more detail if an investor or a lender requests it.

Why Do Business Plans Fail?

A business plan is not a surefire recipe for success. The plan may have been unrealistic in its assumptions and projections to begin with. Markets and the overall economy might change in ways that couldn't have been foreseen. A competitor might introduce a revolutionary new product or service. All of this calls for building some flexibility into your plan, so you can pivot to a new course if needed.

How frequently a business plan needs to be revised will depend on the nature of the business. A well-established business might want to review its plan once a year and make changes if necessary. A new or fast-growing business in a fiercely competitive market might want to revise it more often, such as quarterly.

What Does a Lean Startup Business Plan Include?

The lean startup business plan is an option when a company prefers to give a quick explanation of its business. For example, a brand-new company may feel that it doesn't have a lot of information to provide yet.

Sections can include: a value proposition ; the company's major activities and advantages; resources such as staff, intellectual property, and capital; a list of partnerships; customer segments; and revenue sources.

A business plan can be useful to companies of all kinds. But as a company grows and the world around it changes, so too should its business plan. So don't think of your business plan as carved in granite but as a living document designed to evolve with your business.

Harvard Business Review. " Research: Writing a Business Plan Makes Your Startup More Likely to Succeed ."

U.S. Small Business Administration. " Write Your Business Plan ."

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The Definitive Guide to Business Decision-Making

By Kate Eby | August 24, 2018

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Making decisions — both large and small — is critical to the success of a business. Decisions come from the need to solve a problem or the need for a potential opportunity. Gathering the right amount of information and input from key stakeholders is essential for making informed decisions. Following one of the few accepted processes to collect intel and objectively weigh the pros and cons of the data can help steer you away from making unsound decisions. In this article, you’ll learn about popular decision-making processes and how to apply them to your own business.

What Is the Decision-Making Process?

The decision-making process involves identifying a goal, getting the relevant and necessary information, and weighing the alternatives in order to make a decision. The concept sounds simple, yet many people overlook some of the critical stages and risks that occur when making decisions. Wherever possible, it’s important to make the best decisions under the circumstances.

There are at least four strong benefits to making good decisions:

1. Good decisions last longer. You will rarely need to revisit a decision that was made using a well thought out process, and it can sometimes last the entire lifespan of an organization.

2. Good decisions weigh internal and external factors. A decision-maker should consider a company holistically. A sound decision won’t have one part of the business succeed at the expense of another. Both internal and external factors can affect the decision and the company's road map.

3. Good decisions eliminate conflicts of interest. With transparency and stakeholder buy-in during the decision-making process, questions or concerns after the fact become far less likely. The benefits of this process keep the organization on track and focused, and reduce churn.

4. Good decisions actually work better overall. Good decisions actually get the decision-maker, department, and company closer to their goal, and solve the initial problem.

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What Is the Decision Making Process Model?

Following a formal process with specific steps can help businesses make more informed decisions (see more benefits to using a formal process ) and propel it forward. In fact, using a decision-making process tailored to the business world reaps enormous benefits that include the following:

• Less Second-Guessing: If you follow a formal business decision-making process, you can demonstrate you've already considered various other options.
• Translatable and Sharable Decisions and Progress: You can share the processes and steps upward to top management and the C suite, as well as downward into the ranks of those who'll be involved in executing the decision.
• Guide or Roadmap: Capturing the decision-making process in writing can be useful to show stakeholders an explanation of the steps and strategy behind it, as well as provide backup details.

The late Harvard business professor and author J. Richard Hackman wrote many books about effective business leadership, teamwork, and decision-making, including Leading Teams: Setting the Stage for Great Performances . Empowering teams to make their own decisions and following the processes that work for them, Hackman explains in his book, results in cohesion and strength. But in making strong decisions, he adds, “Teams taking in too much data to make decisions can result in an overload trap , which can result in a team metaphorically drowning in data.” Therefore, it’s critical to be strategic at every step of the process.

How to Improve the Decision-Making Process

It’s critical to build evaluation into the process. Ensure that at least one of the steps includes evaluation and revisiting the process and its outcome, especially for future use. Additionally, get sign-off from all stakeholders in advance (even for the steps in the process) and keep them in the loop. Capture metrics along the way that show successes, failures, the comparative benefits of options you’ve considered, and research into what competitors have done, to help support your responses and keep the process moving smoothly.

Types of Traditional Processes in Business Decision-Making

Before we examine the various stepped plans in decision-making, we will explore a few specific types of decision-making. There are also several different actual processes that can be used in decision-making that involve a number of steps. The most popular and well-used processes have five, six, seven, or eight steps.

The number of steps will vary, of course, if you break down tasks that could be contained in a single step into additional steps. Regardless of the process you choose, evaluation is the last step, and smart companies will take the time to do this. Over time, organizations using this evaluation step can gain critical efficiencies in time and focus. It also helps ensure institutional learning for the overall health and strength of the company. All of the processes described in the following sections are in use today.

What Is the Five-Step Process in Decision-Making?

Many organizations follow the five-step process when making decisions. As you compare the following processes with the varying numbers of steps, you’ll see that some, like this one, combine activities, while others list them as separate steps. Here are the five steps in this process:

• Identify the end goal.
• Gather all your information needed to inform your decision.
• Evaluate all the risks and consequences.
• Make the decision and execute it.
• Evaluate the decision after the fact.

What Is the Six-Step Process in Decision-Making?

The six-step process focuses more on up-front research and information-gathering. This method front-loads the process with data that can make the rest of the process run smoothly. Here are the six steps in this process:

• Gather all the necessary information, and identify all the alternatives (without selecting one yet).
• Compare all these alternatives against the relevant criteria.
• Make the decision.
• Execute the decision.

What Is the Ethical Decision-Making Process?

The ethical decision-making process is a process that stipulates that any and all decisions must include evaluating and selecting options that are consistent with ethical concerns. This means making the most ethical choices, regardless of the impact to the bottom line. Ethical decision-making also means eliminating any options that are not consistent with ethical values from the beginning.

According to the University of California San Diego , which cites the Josephson Institute of Ethics , ethical decision-making involves the 3 Cs:

• Commitment: Never wavering from choosing or doing the ethical thing, whether it costs more or not.
• Consciousness: Infusing your team and project members with enough awareness to own the ability to act ethically every day with moral certainty.
• Competency: The ongoing process of evaluating information as you go and weighing options that allow you to continually make the right ethical decisions. As conditions in the world change, having a strong competency to evaluate these changes is mission-critical to staying the course in being ethical.

How to Make a Decision Using the Analytic Hierarchy Process

The analytic hierarchy process ensures that you are using specific criteria and rating those criteria, instead of simply comparing alternatives you've used in the past. The process involves creating an actual hierarchy of sub-issues, which you then evaluate and examine. Then, you measure these sub-issues against each other and assign each a relative value on the hierarchy. In short, alternative solutions are examined, and then weighed against each other.

While some businesses use the analytic hierarchy process, it is often used in academic or policy-related scenarios. In this method, a decision is made with the most important issues considered or weighted more heavily, and higher on the hierarchy, than others.

What Is the Rational Decision-Making Process?

As its name implies, rational decision-making relies strictly on data, measurable steps, and calculated values. This process focuses on minimizing costs and maximizing benefits to the organization. To use this process effectively, it’s critical to factor in personal biases of those involved and solve for them. The five-step process is usually used in rational decision-making.

As opposed to ethical decision making, there's no subjective judgement about criteria and steps to reach a decision in rational decision-making. However, it's possible the same decision could be reached using both processes.

What Is the Managerial Decision-Making Process?

The phrase managerial decision-making process is similar to and sometimes used interchangeably with the more general term business decision-making . But in fact, managers may have more decisions per day, including those affecting employees, beyond the typical business decisions that need to be made in an organization. Managerial decision-making often follows the five-step process.

According to the educational group Management Study Guide, there are three main types of managerial decisions:

• Strategic: These kinds of decisions are typically made rarely. Not all levels of an organization are or need to be involved as the decision is being considered and decided. Examples of strategic managerial decisions include resource and investment, expansion or downsizing, mergers or acquisitions, investments, etc. These can take significant amounts of time and should not be rushed.
• Operational: These decisions also take time to be fully explored and made. Higher level ones may involve only the C-suite and/or directors, and can include decisions affecting output, company-wide policies, and culture. Lower-level decisions of this type affect daily operations, so are often handled by upper and middle management.
• Managerial: These are made by managers at every relevant level, from middle managers to the executive suite. They may cover issues like allocation of resources, the decisions to phase out or revise current products, the creation and introduction of new products, and the like. Every manager in an organization needs to be aligned and often involved in decisions at this level.

What Are the Best Practices in Any Business Decision-Making Process?

If you’re using a team to make a decision, it’s important to have the number of people involved. Hackman’s recommendation is to have about five people on a decision-making team. More than seven members, he writes, makes your decision-making group lose effectiveness.

Sometimes individuals need to make the decision, or perhaps just two C-level executives appoint themselves to make a decision. But Hackman’s study shows that overall, teams make 75 percent better decisions than individuals.

It’s also imperative to identify and fill the correct roles in your decision-making team. Otherwise you are guaranteeing frustration and churn. The Harvard Business Review suggests using the RAPID methodology (recommend, agree, perform, input, and decide). This option provides a high-level way to capture the flow of the step-by-step processes.

As a first step, send your team members out to do research and ask them to answer these questions:

• What are the most important goals for the decision?
• What are the top realistic choices?

Audit and combine the results with the team to collectively agree on the top choices or identify gaps. Be sure to communicate and build in time for feedback and questions all along your process. This ensures buy-in all through the process. Sometimes using a decision-making matrix can also help your team identify and weigh options.

Read “Make Up Your Mind: Free Downloadable Decision Matrix Templates” to earn more about using decision-making matrices.

5 Potential Pitfalls to Avoid when Using a Formal Decision-Making Process

Before embarking on a decision-making process, it’s useful to keep some potential pitfalls in mind. Following a process is important, but avoid following the process “out the window.” Here are five potential issues that could arise when using a formal decision-making process:

• Proceeding without Enough Information, or Relying on a Single Source: If you’re going to follow a formal process, you’ll need data. Document each step and get buy-in from your colleagues. Information is power, and gathering information from relevant but diverse sources is critical to being strategic.
• Gathering Too Much Information: Too much or irrelevant information can be overwhelming and confusing, and can lead decision makers astray from the issue that needs the decision, as well as how best to arrive at it.
• Placing Too Much Confidence in an Option that May Cause Bad Results: Try to identify a valid option or options as you hone in on a process and  decision. Gather enough data throughout the process so you can play out scenarios for each option.
• Solving for the Wrong Problem: Front-loading research can be critical if you don't understand what's causing the issue. For example, if your production output has been slipping, don't assume that you need more staff, or more factory hours, or any one thing, unless and until you can identify the true reason for the slowdown.
• Being Too Rigid with or Wedded to the Process: It’s possible to follow a decision-making process so strictly that the organic nature of a business, staff, and their needs are sidelined or ignored. Even when you are strategically and confidently following a business decision-making process, you and your team need to have the ability to pivot if needed.

Examples of Decision-Making Processes Successes

In a sense, a company’s entire history is a reflection of making decisions. Some of the top companies in the world have turned a failure into a success by focusing on the last crucial step in all decision-making processes: evaluating the decision after the fact.

One example of this is Coca-Cola in 1985. Business and leadership expert John Addison writes that the company decided to address the changing soda marketplace by launching “new Coke.” Unfortunately, the rebrand failed miserably within three months, which forced the company to reintroduce the original Coca-Cola. The big takeaway: Reversing direction isn’t a sign of failure; rather, it’s evidence of a leader’s commitment to keeping the company’s health a top priority. What’s more, it shows how important it is to revisit and evaluate decisions.

Companies often use data to try a pilot or program, and if it doesn’t work, they might revisit the decision and change course. In other cases, large companies are constantly assessing data to find actionable paths. These three companies found success by making decisions based on data and stakeholder reviews:

• According to Harvard Business Review , Google created a people analytics department to help the company make HR decisions using data, including deciding if managers make a difference in their teams’ performance. The department used performance reviews and employee surveys to answer this question. The company learned that a laser focus on performance did not indicate the best or happiest teams; instead, managers with strong people skills had the best-performing groups — as well as employees who were happier and stayed longer at the company.
• When Amazon was still a startup, its data gatherers noticed that customers who bought a certain book or CD or DVD also were more inclined to buy another product. Perhaps these related products were by the same author or artist, or maybe the movies starred the same actors or had similar subject matter. Or, maybe they were just hot titles the customer wanted. Editors at this time had been taking on the role of “trusted adviser,” making recommendations based on purchases through emails and other human-created collateral, but the company thought that an automated tool could augment what the human editors could suggest. Ultimately, Amazon decided to use that data to create its first, rudimentary personalization tool. By presenting customers with products that other customers also bought, the company realized a significant spike in sales.
• Southwest Airlines famously studied its customer data to determine the perks and upgrades that would appeal to its regular flyers. Offering those perks and upgrades resulted in a boost in ridership and fierce loyalty among its customers.

These are examples of successes that relied on strong decision making, but of course, not all decisions succeed. Continually assessing and revisiting decisions is a sign of a mature company; otherwise, decisions could result in public failure. In the next section, we’ll look at some examples of failed decision making.

Examples of Decision-Making Process Failures

The failure of companies to adapt, change, or compete effectively probably can’t be tied to one bad decision or process failure. Still, in not rigorously gathering data, weighing options, and evaluating decisions, organizations can doom themselves. Here are some examples of companies that failed to use, or learn from, their decision-making processes:

• Blockbuster and Borders: Both of these once-successful brick-and-mortar companies   used data to reaffirm their own preconceptions instead of evaluating data objectively. Instead of adapting to the challenges and opportunities of the internet, their web properties and physical locations ultimately failed.
• Kodak: For decades this company was synonymous with photography in all its forms. But it didn’t fearlessly look at the changing landscape of digital photography. Even when it acquired Ofoto, it failed to maximize and monetize the opportunity. The company arrived late and quietly to the online photo gallery space with Kodak Gallery, which was subsequently acquired by Shutterfly.
• Newspapers: It’s hard to see a whole industry collapse because of bad decision-making and denial, but this is what began to happen in the late 1990s to newspapers. While some organizations, like the New York Times and Washington Post, have adapted to digital media, most city newspapers are struggling. Clinging to old business models never helped any business make strong, forward-looking decisions.

Team Building Exercises to Improve Decision-Making

If you’re ready to get your team energized to focus on making its decision, team-building exercises are a great place to start. These exercises help team members get to know and understand each other, which helps them get on the same page more quickly and ultimately improve their decisions. Here are some resources that can help you find the right team-building exercises for your decision-making group:

• Activities recommended by business experts
• More top activities recommended by business leaders
• Top team-building questions
• Top 20 team-building activities

The Decision-Making Processes in Non-Business Fields

In non-business fields, decision-making can involve more or fewer factors, with different kinds of weight assigned to each step. Here is a quick overview of some other types of decision-making processes:

• Consumer Decision-Making Processes: It’s important for marketers to recognize the steps consumers typically use to make a purchase decision. They include the following:
• Identify need. (I need a new winter coat.)
• Gather research and information. (What are the newest styles and warmest types of winter coats?)
• Evaluate the research. (So do I really need a new winter coat, or can I layer up with what I already have? If I need a new one, which one is best for my needs?)
• Buy the item.
• Evaluate the decision. (Was this winter coat a good decision? Am I happy I made it, and would I recommend this coat to other people, or buy it again for myself?)
• Military and Governmental Decision-Making Processes: For those in the military and other types of government roles, decision-making can be a matter of life and death. Therefore, the protocol for making military operations decisions is detailed and strict. 
• Education Decision-Making Processes: Many schools and school districts embrace shared decision-making , a process that involves members of the community, parents, students and former students, teachers, and anyone else invested in the success of a school or district. 

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8 Steps in the Decision-Making Process

• 04 Feb 2020

Strong decision-making skills are essential for newly appointed and seasoned managers alike. The ability to navigate complex challenges and develop a plan can not only lead to more effective team management but drive key organizational change initiatives and objectives.

Despite decision-making’s importance in business, a recent survey by McKinsey shows that just 20 percent of professionals believe their organizations excel at it. Survey respondents noted that, on average, they spend 37 percent of their time making decisions, but more than half of it’s used ineffectively.

For managers, it’s critical to ensure effective decisions are made for their organizations’ success. Every managerial decision must be accompanied by research and data , collaboration, and alternative solutions.

Few managers, however, reap the benefits of making more thoughtful choices due to undeveloped decision-making models.

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Why Is Making Decisions Important?

According to Harvard Business School Professor Leonard Schlesinger, who’s featured in the online course Management Essentials , most managers view decision-making as a single event, rather than a process. This can lead to managers overestimating their abilities to influence outcomes and closing themselves off from alternative perspectives and diverse ways of thinking.

“The reality is, it’s very rare to find a single point in time where ‘a decision of significance’ is made and things go forward from there,” Schlesinger says. “Embedded in this work is the notion that what we’re really talking about is a process. The role of the manager in managing that process is actually quite straightforward, yet, at the same time, extraordinarily complex.”

If you want to further your business knowledge and be more effective in your role, it’s critical to become a strong decision-maker. Here are eight steps in the decision-making process you can employ to become a better manager and have greater influence in your organization.

Steps in the Decision-Making Process

1. frame the decision.

Pinpointing the issue is the first step to initiating the decision-making process. Ensure the problem is carefully analyzed, clearly defined, and everyone involved in the outcome agrees on what needs to be solved. This process will give your team peace of mind that each key decision is based on extensive research and collaboration.

Schlesinger says this initial action can be challenging for managers because an ill-formed question can result in a process that produces the wrong decision.

“The real issue for a manager at the start is to make sure they are actively working to shape the question they’re trying to address and the decision they’re trying to have made,” Schlesinger says. “That’s not a trivial task.”

2. Structure Your Team

Managers must assemble the right people to navigate the decision-making process.

“The issue of who’s going to be involved in helping you to make that decision is one of the most central issues you face,” Schlesinger says. “The primary issue being the membership of the collection of individuals or group that you’re bringing together to make that decision.”

As you build your team, Schlesinger advises mapping the technical, political, and cultural underpinnings of the decision that needs to be made and gathering colleagues with an array of skills and experience levels to help you make an informed decision. .

“You want some newcomers who are going to provide a different point of view and perspective on the issue you’re dealing with,” he says. “At the same time, you want people who have profound knowledge and deep experience with the problem.”

It’s key to assign decision tasks to colleagues and invite perspectives that uncover blindspots or roadblocks. Schlesinger notes that attempting to arrive at the “right answer” without a team that will ultimately support and execute it is a “recipe for failure.”

3. Consider the Timeframe

This act of mapping the issue’s intricacies should involve taking the decision’s urgency into account. Business problems with significant implications sometimes allow for lengthier decision-making processes, whereas other challenges call for more accelerated timelines.

“As a manager, you need to shape the decision-making process in terms of both of those dimensions: The criticality of what it is you’re trying to decide and, more importantly, how quickly it needs to get decided given the urgency,” Schlesinger says. “The final question is, how much time you’re going to provide yourself and the group to invest in both problem diagnosis and decisions.”

4. Establish Your Approach

In the early stages of the decision-making process, it’s critical to set ground rules and assign roles to team members. Doing so can help ensure everyone understands how they contribute to problem-solving and agrees on how a solution will be reached.

“It’s really important to get clarity upfront around the roles people are going to play and the ways in which decisions are going to get made,” Schlesinger says. “Often, managers leave that to chance, so people self-assign themselves to roles in ways that you don’t necessarily want, and the decision-making process defers to consensus, which is likely to lead to a lower evaluation of the problem and a less creative solution.”

5. Encourage Discussion and Debate

One of the issues of leading a group that defaults to consensus is that it can shut out contrarian points of view and deter inventive problem-solving. Because of this potential pitfall, Schlesinger notes, you should designate roles that focus on poking holes in arguments and fostering debate.

“What we’re talking about is establishing a process of devil’s advocacy, either in an individual or a subgroup role,” he says. “That’s much more likely to lead to a deeper critical evaluation and generate a substantial number of alternatives.”

Schlesinger adds that this action can take time and potentially disrupt group harmony, so it’s vital for managers to guide the inner workings of the process from the outset to ensure effective collaboration and guarantee more quality decisions will be made.

“What we need to do is establish norms in the group that enable us to be open to a broader array of data and decision-making processes,” he says. “If that doesn’t happen upfront, but in the process without a conversation, it’s generally a source of consternation and some measure of frustration.”

Related: 3 Group Decision-Making Techniques for Success

6. Navigate Group Dynamics

In addition to creating a dynamic in which candor and debate are encouraged, there are other challenges you need to navigate as you manage your team throughout the decision-making process.

One is ensuring the size of the group is appropriate for the problem and allows for an efficient workflow.

“In getting all the people together that have relevant data and represent various political and cultural constituencies, each incremental member adds to the complexity of the decision-making process and the amount of time it takes to get a decision made and implemented,” Schlesinger says.

Another task, he notes, is identifying which parts of the process can be completed without face-to-face interaction.

“There’s no question that pieces of the decision-making process can be deferred to paper, email, or some app,” Schlesinger says. “But, at the end of the day, given that so much of decision-making requires high-quality human interaction, you need to defer some part of the process for ill-structured and difficult tasks to a face-to-face meeting.”

7. Ensure the Pieces Are in Place for Implementation

Throughout your team’s efforts to arrive at a decision, you must ensure you facilitate a process that encompasses:

• Shared goals that were presented upfront
• Alternative options that have been given rigorous thought and fair consideration
• Sound methods for exploring decisions’ consequences

According to Schlesinger, these components profoundly influence the quality of the solution that’s ultimately identified and the types of decisions that’ll be made in the future.

“In the general manager’s job, the quality of the decision is only one part of the equation,” he says. “All of this is oriented toward trying to make sure that once a decision is made, we have the right groupings and the right support to implement.”

8. Achieve Closure and Alignment

Achieving closure in the decision-making process requires arriving at a solution that sufficiently aligns members of your group and garners enough support to implement it.

As with the other phases of decision-making, clear communication ensures your team understands and commits to the plan.

In a video interview for the online course Management Essentials , Harvard Business School Dean Nitin Nohria says it’s essential to explain the rationale behind the decision to your employees.

“If it’s a decision that you have to make, say, ‘I know there were some of you who thought differently, but let me tell you why we went this way,’” Nohria says. “This is so the people on the other side feel heard and recognize the concerns they raised are things you’ve tried to incorporate into the decision and, as implementation proceeds, if those concerns become real, then they’ll be attended to.”

How to Improve Your Decision-Making

An in-depth understanding of the decision-making process is vital for all managers. Whether you’re an aspiring manager aiming to move up at your organization or a seasoned executive who wants to boost your job performance, honing your approach to decision-making can improve your managerial skills and equip you with the tools to advance your career.

Do you want to become a more effective decision-maker? Explore Management Essentials —one of our online leadership and management courses —to learn how you can influence the context and environment in which decisions get made.

This article was update on July 15, 2022. It was originally published on February 4, 2020.

About the Author

What Is Decision-Making In A Business? Why Is It Important?

Decision-making in Business is one of the most significant aspects of running a business. It involves choosing what products or services to offer, how to price them, where to sell them, and how to promote them. Good decision-making can mean the difference between success and failure for a business.

Good decision-making in business requires careful consideration of all factors involved. This includes understanding the market, understanding consumer needs and wants, understanding your competition, and understanding your strengths and weaknesses. Once all this information has been gathered, you can start making informed decisions about which course of action is the best for your business.

Importance of Decision-Making in Business

Decision-making in business can affect everything from your products and services to how you manage your finances.

Making decisions can be difficult, but weighing up all the options before settling on a course of action is essential. This guide will help you understand the different types of decision-making and how they can impact your business.

There are three main types of decision-making in business: strategic, operational, and tactical.

Strategic decisions are long-term and usually involve major changes to the direction of your business. They’re typically made by senior management and require careful planning.

Operational decisions are medium-term and usually relate to the day-to-day running of your business. They’re typically made by middle managers and often involve trade-offs between different objectives.

Tactical decisions are short-term and usually relate to specific tasks or projects. They’re typically made by front-line employees and often involve local optimisation rather than global optimisation.

The type of decision you need to make will depend on the situation you’re facing. For example, if you’re launching a new product, you’ll need to make strategic decisions about what market you want to target and what price point you want to set. If you’re managing a team of salespeople, you’ll need to make operational decisions about how best to allocate resources amongst them. 

7-Step Decision-Making in Business Process

Decision-making is a process that businesses use to identify and select the best course of action to achieve their desired goal. The steps in this process are: 

1. Define the problem or opportunity

Defining the problem or opportunity is a critical step in any decision-making process. It involves asking questions to identify and understand the issue, its causes and effects, and who or what is affected by it. This helps define the scope of what needs to be addressed and provides an understanding of how big a task lies ahead. Defining the problem also serves as a solid foundation for developing strategies tailored to achieve desired outcomes. Therefore, taking the time upfront to define the problem or opportunity carefully can help ensure success when deciding how best to address it.

2. Gather information and options

It involves researching potential courses of action, evaluating risks and benefits, examining alternative possibilities, and consulting experts. This helps to ensure that decision-makers have adequate data to make informed choices about their organisation’s long-term success. Collecting relevant data includes:

• Obtaining appropriate facts from reliable sources such as reports or surveys.
• Conducting interviews or focus groups with stakeholders .
• Review existing records or documents related to the issue at hand.
• Performing experiments or simulations.
• Scanning internal databases for useful insights.

Additionally, gathering input from those affected by a decision can help build consensus around any proposed choice before moving forward – thus limiting surprises down the line.

Also Read: What is Digital Financial Services? Explained

3. Analyse the information and options

Once you have all the vital information and options, an essential step in the decision-making in the business process is to analyse everything available before moving forward. It involves breaking down data, researching alternatives, and understanding the implications of each option. This allows us to make informed decisions based on facts rather than assumptions or guesses. During this step, it’s essential to consider all aspects of a potential decision, including possible risks and rewards, as well as any ethical issues that may be involved. Analysing information can help ensure we have all relevant details before moving forward with an action plan.

4. Select the best option

It involves evaluating all options carefully and determining which would provide the most benefit or create the least amount of harm. To select the best option, it’s important to consider data and evidence that support each choice and consult with experts who may have further knowledge about any potential consequences of an action. 

Additionally, it’s important to be aware of any potential biases that could influence your decision-making process, such as the personal beliefs or opinions of individuals involved. Ultimately, selecting the best option requires careful thought and consideration before making a final call on what action should be taken.

5. Plan for implementation

 It involves mapping out a strategy for taking action and ensuring that all steps necessary to complete a project are accounted for. The plan should include objectives, a timeline, resources needed and a budget. In addition, it should also consider potential risks and contingencies as well as how any results will be monitored and evaluated. 

A successful plan will help maximise chances of success by minimising wasted time, effort or money while guiding how to proceed when faced with unexpected obstacles or changes. Planning can make all the difference between failure and success when implementing decisions!

6. Implement the plan

Implementing the plan is the final step in the decision-making in a business process. It involves putting into action all of the decisions made throughout the previous steps of planning, analysis and evaluation. The implementation phase requires clear communication among stakeholders, ensuring everyone knows their roles and responsibilities for this stage. Additionally, it is important to track progress to quickly identify and address any changes or adjustments. The implementation also includes monitoring results to ensure goals are met, evaluating what worked well and determining any areas for improvement for plans.

7. Evaluate the results

Evaluating the results of a decision is an important step in the decision-making process. It provides feedback on whether or not the chosen course of action successfully met its desired outcome. Evaluating results can determine if changes need to be made to improve future outcomes or if more resources should be allocated towards achieving success. 

Evaluations help to identify what worked and what didn’t, allowing for better-informed decisions further down the line. This can also ensure that potential risks are identified and managed before they become costly. Ultimately, taking time to evaluate the results of a decision will save time and money in the long run by pinpointing areas where improvements can be made quickly and efficiently. This process helps businesses to make sound decisions that will lead to positive outcomes and help them achieve their goals.

Decision-Making in Business Models

Decision-Making Models are tools used to help decision-makers identify, analyse and prioritise potential solutions to a problem. They can help make decisions in both personal and professional contexts. There are several different types of Decision Making Models, including Rational Choice Theory, the Delphi Technique and System Dynamics. 

Each model has unique strengths and weaknesses that should be considered when evaluating which option best fits the needs of a particular situation. Ultimately, each Decision-Making in Business Model is designed to provide structure, clarity and guidance during the decision-making process while allowing individuals to remain creative and open-minded in their approach.

Rational Model

The Rational Model of decision-making is a systematic approach to the problem-solving and decision-making process. This model provides a logical, step-by-step method for making decisions that are based on facts and data rather than emotion or bias. The main features of this model include the following: 

1) Identification of the Problem: Before making any decisions, it is important to identify and analyse the problem at hand. This involves analysing the situation from multiple perspectives to understand its cause and potential solutions. 

2) Gathering Information: Once the problem has been identified, it is essential to gather information about possible solutions through research or consulting experts to determine which solution will work best for the organisation or individual involved. 

3) Assessing Alternatives: After collecting data on potential solutions, it is necessary to assess each alternative in terms of cost efficiency and other criteria such as feasibility, effectiveness, etc., so that only those options with positive outcomes are chosen as viable alternatives. 

4) Making Decisions: After assessing all available alternatives according to whatever criteria have been set forth by stakeholders, it is time for management or leadership personnel responsible for deciding upon a course of action must come together and make an informed choice that takes into account both rational analysis as well as personal preferences before finalising their selection. 

Benefits associated with using this type of decision-making model include the following:

• Improved accuracy due to relying on factual evidence instead of intuition. Increased objectivity since opinions doesn’t play into the decision-making process.
• Greater consistency because all participants use identical sources when considering different paths forward
• More efficient implementation since everyone understands what needs to be done when they agree upon a solution.
• Better buy-in from stakeholders due to their involvement in every stage, along with being apprised throughout proceedings
• Enhanced accountability results from having a clear chain of command throughout deliberations while also providing traceability should something go wrong.

Intuitive Model 

An intuitive decision-making model is a type of decision-making model which relies heavily on intuition and gut feelings. It is often used when making high-risk decisions or involving complex data with many variables.

The main feature of the intuitive decision-making model is its reliance on instinct to make decisions, rather than traditional analytical approaches that rely mainly on facts and data. This allows users to draw upon their personal experiences, values and beliefs to devise creative solutions for difficult situations. Consequently, this type of decision-making is suitable for scenarios where there may not be enough reliable information available, or the situation requires creativity due to its complexity.

Another key benefit of the intuitive decision-making model is that it can provide users with an immediate response, allowing them to react quickly in uncertain or fast-paced environments such as emergencies or markets requiring rapid responses from investors. Additionally, unlike more analytical models, which require substantial time commitments from users, an intuitive approach can allow individuals to make quick judgments without being bogged down by excessive research and analysis processes. 

Despite these advantages, there are certain drawbacks associated with using an intuitive decision-making model, including potential bias due to personal experiences influencing outcomes as well as a possible oversimplification of complex problems leading to less optimal results than if more effort had been put into researching all angles before coming up with a solution (ease trap). 

Furthermore, since this kind of approach generally does not consider external factors such as market trends etc., it should only be used when other sources cannot provide comprehensive enough insights into what would constitute a successful outcome for any given problem/solution scenario (could also increase risks associated with implementing said solution). 

In conclusion, while the use of Intuitive Decision-Making in Business Models has several benefits, such as providing quick responses when needed and encouraging creative thinking – it must still be used cautiously alongside other forms of analysis so that any potentially damaging constraints may be taken into account before finalising any decisions made based upon this method alone.

Also Read: Types and Methods of Demand Forecasting

Vroom-Yetton Model

The Vroom–Yetton model is a decision-making business model designed to help managers make decisions about how best to approach a particular problem. Victor Vroom and Phillip Yetton developed it in 1973. The model provides guidance for managers on selecting an appropriate leadership style based on the amount of involvement or participation desired from their subordinates and the level of uncertainty associated with the situation at hand.

The basic idea behind the Vroom–Yetton Model is that different levels of decision-making require different management styles and involvements – such as autocratic (leader makes all decisions) vs democratic (all members participate). This means that when faced with a difficult decision, it can be beneficial for leaders to consider which style would work best given the available information and resources and what goals they are trying to achieve.

The primary benefit of using this decision-making process is that it allows leaders to assess situations better before choosing an action plan. This helps them avoid making hasty decisions without considering other factors like group dynamics or potential outcomes. Additionally, because this method encourages open communication between team members during discussions surrounding essential topics, there is less chance for misunderstandings or disagreements down the line regarding who made what choices or why those selections were made in the first place. 

Considering each person’s experience and expertise when deciding upon an action plan instead of relying solely on one individual’s opinion allows for more balanced opinions, which may result in better outcomes overall than if one single voice had been relied upon without further investigation into others’ perspectives. This increases efficiency since everyone involved feels heard while still allowing efficient time decisions due to having already outlined parameters of various options within several predetermined models before commencing discussion around hypothetical courses of action – reducing wasted time debating issues outside the scope that could have been addressed beforehand through proper use pre-established models such as Vroom-Yetton’s. 

Utilising a framework like Vroom–Yetton Model can be beneficial in helping teams come up with practical solutions quickly while still ensuring all voices are considered carefully before any conclusions are drawn. By considering multiple perspectives throughout each step and understanding exactly what kind of managerial approach should be taken depending on current circumstances, collective wisdom can ensure optimal results over-relying on one individual alone whenever complex problems arise, requiring rapid yet thoughtful resolutions.

Recognition Primed Model

The Recognition Primed Decision (RPD) model is a type of decision-making in a business model that relies on the recognition and experience of an individual to make decisions. Developed by Gary Klein, this model focuses on recognising patterns in situations that can help people make quick decisions without having to analyse or process data. This method is based on the belief that experienced professionals do not need detailed information or analysis when making decisions; instead, they can draw upon their previous experiences and recognise similarities between them and the current situation to come up with a good solution quickly.

One advantage of using the RPD model is its speedy nature: it helps individuals rapidly assess different options and determine the most effective given their current situation. Additionally, because it relies heavily on personal experience, this method allows for more creativity than traditional analytical approaches, as it encourages individuals to think outside the box when solving problems. Furthermore, since this approach does not require extensive amounts of data collection or processing time, it allows for quicker implementation of solutions. 

Another benefit provided by RPD models is that they encourage collaboration among professionals who have similar experiences and knowledge bases through sharing stories about how they handled similar challenges in other contexts. This provides an opportunity for team members to compare notes while also building trust within teams due to improved communication processes. Additionally, such collaborative activities help strengthen relationships between individuals and organisations involved in projects where multiple parties must work together efficiently towards achieving the same goal(s). 

Finally, another benefit offered by utilising RPD models is that these methods can easily be adapted according to contextual changes since each situation will present unique opportunities for problem-solving; thus allowing users to implement versatile strategies depending on what fits best with changing conditions at hand. In addition, such flexible approaches are beneficial for those working under tight deadlines since there will likely be less wasted energy due to fewer errors from wrong assumptions being made priorly.

Overall, recognition-primed decision-making models enable faster response times and ensure accurate results. The experiential nature helps enhance collaborative efforts amongst professionals with similar knowledgebases while providing efficient solutions regardless of circumstantial changes. Thus, this method offers a reliable and beneficial approach to problem-solving and decision-making.

Bounded Rationality Model

The bounded rationality model is decision-making in the business model based on the idea that humans are limited in their ability to make decisions due to time, information and cognitive constraints. This model suggests that people do not always have access to all of the facts or have enough time or resources to weigh up all potential options before making a choice. Instead, they rely on intuition, heuristics and their own experiences when making decisions.

The main benefit of the bounded rationality approach is that it explains why non-optimal choices are often made instead of purely rational ones. It considers how human psychology affects our decision-making processes and reflects real-life situations more accurately than traditional models that assume perfect knowledge and unlimited resources. Additionally, this model allows us to account for ‘irrational’ behaviour such as risk aversion or loss aversion – behaviours which cannot be explained by pure rational analysis alone but can still be observed in practice. 

Adopting a bounded rationality approach also has implications for policy design; rather than trying to achieve ideal outcomes through complicated rules or regulations, policies should consider peoples’ limitations when it comes to understanding complex systems or weighing up multiple options to produce better results overall. 

Finally, since this approach recognises the role played by emotions and personal biases when making decisions, it helps us understand how these factors can influence individual behaviour even if they don’t necessarily lead them towards an optimal outcome – something which could help inform strategies like marketing campaigns where companies need insight into what drives consumer preferences over specific products/services etc.

In conclusion, the bounded rationality model offers valuable insights into how people behave when faced with difficult decisions due to its focus on psychological aspects such as intuition and emotion as well as practical limitations like time constraints or lack of information – allowing us both to understand irrational behaviour better but also helping improve policy design so that solutions are tailored towards actual user needs rather than theoretical ideals.

Decision-making in business is an essential activity for any organisation. It involves analysing available data and options, weighing the merits and drawbacks of the options, and choosing the best course of action to achieve desired results. By clearly understanding decision-making processes, businesses can make better decisions based on sound information and research that will lead to improved performance. This includes increasing profits, enhancing customer satisfaction, reducing costs or improving operational efficiency. Ultimately, effective decision-making leads to tremendous success for the company as a whole.

The Executive Development Programme in General Management course is an important resource for helping business professionals understand the importance of decision-making. This comprehensive programme provides detailed instruction on how to develop a strategic approach towards problem-solving, analyse issues through research and data analysis, and effectively engage stakeholders throughout the process. Additionally, it offers guidance on making ethical and financially sound decisions while considering long-term implications for the company’s success. With this knowledge, executives can become more confident when making key business decisions that will have lasting impacts on their organisation.

More Information:

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What is the Scope of Macroeconomics in Management?

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Work Life is Atlassian’s flagship publication dedicated to unleashing the potential of every team through real-life advice, inspiring stories, and thoughtful perspectives from leaders around the world.

Contributing Writer

Work Futurist

Senior Quantitative Researcher, People Insights

Principal Writer

This is how effective teams navigate the decision-making process

Zero Magic 8 Balls required.

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Flipping a coin. Throwing a dart at a board. Pulling a slip of paper out of a hat.

Sure, they’re all ways to make a choice. But they all hinge on random chance rather than analysis, reflection, and strategy — you know, the things you actually need to make the big, meaty decisions that have major impacts.

So, set down that Magic 8 Ball and back away slowly. Let’s walk through the standard framework for decision-making that will help you and your team pinpoint the problem, consider your options, and make your most informed selection. Here’s a closer look at each of the seven steps of the decision-making process, and how to approach each one. 

Step 1: Identify the decision

Most of us are eager to tie on our superhero capes and jump into problem-solving mode — especially if our team is depending on a solution. But you can’t solve a problem until you have a full grasp on what it actually is .

This first step focuses on getting the lay of the land when it comes to your decision. What specific problem are you trying to solve? What goal are you trying to achieve? 

How to do it: 

• Use the 5 whys analysis to go beyond surface-level symptoms and understand the root cause of a problem.
• Try problem framing to dig deep on the ins and outs of whatever problem your team is fixing. The point is to define the problem, not solve it. 

⚠️ Watch out for: Decision fatigue , which is the tendency to make worse decisions as a result of needing to make too many of them. Making choices is mentally taxing , which is why it’s helpful to pinpoint one decision at a time. 

2. Gather information

Your team probably has a few hunches and best guesses, but those can lead to knee-jerk reactions. Take care to invest adequate time and research into your decision.

This step is when you build your case, so to speak. Collect relevant information — that could be data, customer stories, information about past projects, feedback, or whatever else seems pertinent. You’ll use that to make decisions that are informed, rather than impulsive.

• Host a team mindmapping session to freely explore ideas and make connections between them. It can help you identify what information will best support the process.
• Create a project poster to define your goals and also determine what information you already know and what you still need to find out. 

⚠️ Watch out for: Information bias , or the tendency to seek out information even if it won’t impact your action. We have the tendency to think more information is always better, but pulling together a bunch of facts and insights that aren’t applicable may cloud your judgment rather than offer clarity. 

3. Identify alternatives

Use divergent thinking to generate fresh ideas in your next brainstorm

Blame the popularity of the coin toss, but making a decision often feels like choosing between only two options. Do you want heads or tails? Door number one or door number two? In reality, your options aren’t usually so cut and dried. Take advantage of this opportunity to get creative and brainstorm all sorts of routes or solutions. There’s no need to box yourselves in. 

• Use the Six Thinking Hats technique to explore the problem or goal from all sides: information, emotions and instinct, risks, benefits, and creativity. It can help you and your team break away from your typical roles or mindsets and think more freely.
• Try brainwriting so team members can write down their ideas independently before sharing with the group. Research shows that this quiet, lone thinking time can boost psychological safety and generate more creative suggestions .

⚠️ Watch out for: Groupthink , which is the tendency of a group to make non-optimal decisions in the interest of conformity. People don’t want to rock the boat, so they don’t speak up. 

4. Consider the evidence

Armed with your list of alternatives, it’s time to take a closer look and determine which ones could be worth pursuing. You and your team should ask questions like “How will this solution address the problem or achieve the goal?” and “What are the pros and cons of this option?” 

Be honest with your answers (and back them up with the information you already collected when you can). Remind the team that this isn’t about advocating for their own suggestions to “win” — it’s about whittling your options down to the best decision. 

How to do it:

• Use a SWOT analysis to dig into the strengths, weaknesses, opportunities, and threats of the options you’re seriously considering.
• Run a project trade-off analysis to understand what constraints (such as time, scope, or cost) the team is most willing to compromise on if needed. 

⚠️ Watch out for: Extinction by instinct , which is the urge to make a decision just to get it over with. You didn’t come this far to settle for a “good enough” option! 

5. Choose among the alternatives

This is it — it’s the big moment when you and the team actually make the decision. You’ve identified all possible options, considered the supporting evidence, and are ready to choose how you’ll move forward.

However, bear in mind that there’s still a surprising amount of room for flexibility here. Maybe you’ll modify an alternative or combine a few suggested solutions together to land on the best fit for your problem and your team. 

• Use the DACI framework (that stands for “driver, approver, contributor, informed”) to understand who ultimately has the final say in decisions. The decision-making process can be collaborative, but eventually someone needs to be empowered to make the final call.
• Try a simple voting method for decisions that are more democratized. You’ll simply tally your team’s votes and go with the majority. 

⚠️ Watch out for: Analysis paralysis , which is when you overthink something to such a great degree that you feel overwhelmed and freeze when it’s time to actually make a choice. 

6. Take action

Making a big decision takes a hefty amount of work, but it’s only the first part of the process — now you need to actually implement it. 

It’s tempting to think that decisions will work themselves out once they’re made. But particularly in a team setting, it’s crucial to invest just as much thought and planning into communicating the decision and successfully rolling it out. 

• Create a stakeholder communications plan to determine how you’ll keep various people — direct team members, company leaders, customers, or whoever else has an active interest in your decision — in the loop on your progress.
• Define the goals, signals, and measures of your decision so you’ll have an easier time aligning the team around the next steps and determining whether or not they’re successful. 

⚠️Watch out for: Self-doubt, or the tendency to question whether or not you’re making the right move. While we’re hardwired for doubt , now isn’t the time to be a skeptic about your decision. You and the team have done the work, so trust the process. 

7. Review your decision

9 retrospective techniques that won’t bore your team to tears.

As the decision itself starts to shake out, it’s time to take a look in the rearview mirror and reflect on how things went.

Did your decision work out the way you and the team hoped? What happened? Examine both the good and the bad. What should you keep in mind if and when you need to make this sort of decision again? 

• Do a 4 L’s retrospective to talk through what you and the team loved, loathed, learned, and longed for as a result of that decision.
• Celebrate any wins (yes, even the small ones ) related to that decision. It gives morale a good kick in the pants and can also help make future decisions feel a little less intimidating.

⚠️ Watch out for: Hindsight bias , or the tendency to look back on events with the knowledge you have now and beat yourself up for not knowing better at the time. Even with careful thought and planning, some decisions don’t work out — but you can only operate with the information you have at the time. 

Making smart decisions about the decision-making process

You’re probably picking up on the fact that the decision-making process is fairly comprehensive. And the truth is that the model is likely overkill for the small and inconsequential decisions you or your team members need to make.

Deciding whether you should order tacos or sandwiches for your team offsite doesn’t warrant this much discussion and elbow grease. But figuring out which major project to prioritize next? That requires some careful and collaborative thought. 

It all comes back to the concept of satisficing versus maximizing , which are two different perspectives on decision making. Here’s the gist:

• Maximizers aim to get the very best out of every single decision.
• Satisficers are willing to settle for “good enough” rather than obsessing over achieving the best outcome.

One of those isn’t necessarily better than the other — and, in fact, they both have their time and place.

A major decision with far-reaching impacts deserves some fixation and perfectionism. However, hemming and hawing over trivial choices ( “Should we start our team meeting with casual small talk or a structured icebreaker?” ) will only cause added stress, frustration, and slowdowns. 

As with anything else, it’s worth thinking about the potential impacts to determine just how much deliberation and precision a decision actually requires. 

Decision-making is one of those things that’s part art and part science. You’ll likely have some gut feelings and instincts that are worth taking into account. But those should also be complemented with plenty of evidence, evaluation, and collaboration.

The decision-making process is a framework that helps you strike that balance. Follow the seven steps and you and your team can feel confident in the decisions you make — while leaving the darts and coins where they belong.

Advice, stories, and expertise about work life today.

What is decision making?

Decisions, decisions. When was the last time you struggled with a choice? Maybe it was this morning, when you decided to hit the snooze button—again. Perhaps it was at a restaurant, with a miles-long menu and the server standing over you. Or maybe it was when you left your closet in a shambles after trying on seven different outfits before a big presentation. Often, making a decision—even a seemingly simple one—can be difficult. And people will go to great lengths—and pay serious sums of money—to avoid having to make a choice. The expensive tasting menu at the restaurant, for example. Or limiting your closet choices to black turtlenecks, à la Steve Jobs.

Get to know and directly engage with senior McKinsey experts on decision making

Aaron De Smet is a senior partner in McKinsey’s New Jersey office, Eileen Kelly Rinaudo  is McKinsey’s global director of advancing women executives and is based in the New York office, Frithjof Lund is a senior partner in the Oslo office, and Leigh Weiss is a senior adviser in the Boston office.

If you’ve ever wrestled with a decision at work, you’re definitely not alone. According to McKinsey research, executives spend a significant portion of their time— nearly 40 percent , on average—making decisions. Worse, they believe most of that time is poorly used. People struggle with decisions so much so that we actually get exhausted from having to decide too much, a phenomenon called decision fatigue.

But decision fatigue isn’t the only cost of ineffective decision making. According to a McKinsey survey of more than 1,200 global business leaders, inefficient decision making costs a typical Fortune 500 company 530,000 days  of managers’ time each year, equivalent to about $250 million in annual wages. That’s a lot of turtlenecks.

How can business leaders ease the burden of decision making and put this time and money to better use? Read on to learn the ins and outs of smart decision making—and how to put it to work.

Learn more about our People & Organizational Performance Practice .

How can organizations untangle ineffective decision-making processes?

McKinsey research has shown that agile is the ultimate solution for many organizations looking to streamline their decision making . Agile organizations are more likely to put decision making in the right hands, are faster at reacting to (or anticipating) shifts in the business environment, and often attract top talent who prefer working at companies with greater empowerment and fewer layers of management.

For organizations looking to become more agile, it’s possible to quickly boost decision-making efficiency by categorizing the type of decision to be made and adjusting the approach accordingly. In the next section, we review three types of decision making and how to optimize the process for each.

What are three keys to faster, better decisions?

Business leaders today have access to more sophisticated data than ever before. But it hasn’t necessarily made decision making any easier. For one thing, organizational dynamics—such as unclear roles, overreliance on consensus, and death by committee—can get in the way of straightforward decision making. And more data often means more decisions to be taken, which can become too much for one person, team, or department. This can make it more difficult for leaders to cleanly delegate, which in turn can lead to a decline in productivity.

Leaders are growing increasingly frustrated with broken decision-making processes, slow deliberations, and uneven decision-making outcomes. Fewer than half  of the 1,200 respondents of a McKinsey survey report that decisions are timely, and 61 percent say that at least half the time they spend making decisions is ineffective.

What’s the solution? According to McKinsey research, effective solutions center around categorizing decision types and organizing different processes to support each type. Further, each decision category should be assigned its own practice—stimulating debate, for example, or empowering employees—to yield improvements in effectiveness.

Here are the three decision categories  that matter most to senior leaders, and the standout practice that makes the biggest difference for each type of decision.

• Big-bet decisions are infrequent but high risk, such as acquisitions. These decisions carry the potential to shape the future of the company, and as a result are generally made by top leaders and the board. Spurring productive debate by assigning someone to argue the case for and against a potential decision can improve big-bet decision making.
• Cross-cutting decisions, such as pricing, can be frequent and high risk. These are usually made by business unit heads, in cross-functional forums as part of a collaborative process. These types of decisions can be improved by doubling down on process refinement. The ideal process should be one that helps clarify objectives, measures, and targets.
• Delegated decisions are frequent but low risk and are handled by an individual or working team with some input from others. Delegated decision making can be improved by ensuring that the responsibility for the decision is firmly in the hands of those closest to the work. This approach also enhances engagement and accountability.

In addition, business leaders can take the following four actions to help sustain rapid decision making :

• Focus on the game-changing decisions, ones that will help an organization create value and serve its purpose.
• Convene only necessary meetings, and eliminate lengthy reports. Turn unnecessary meetings into emails, and watch productivity bloom. For necessary meetings, provide short, well-prepared prereads to aid in decision making.
• Clarify the roles of decision makers and other voices. Who has a vote, and who has a voice?
• Push decision-making authority to the front line—and tolerate mistakes.

Introducing McKinsey Explainers : Direct answers to complex questions

How can business leaders effectively delegate decision making.

Business is more complex and dynamic than ever, meaning business leaders are faced with needing to make more decisions in less time. Decision making takes up an inordinate amount of management’s time—up to 70 percent for some executives—which leads to inefficiencies and opportunity costs.

As discussed above, organizations should treat different types of decisions differently . Decisions should be classified  according to their frequency, risk, and importance. Delegated decisions are the most mysterious for many organizations: they are the most frequent, and yet the least understood. Only about a quarter of survey respondents  report that their organizations make high-quality and speedy delegated decisions. And yet delegated decisions, because they happen so often, can have a big impact on organizational culture.

The key to better delegated decisions is to empower employees by giving them the authority and confidence to act. That means not simply telling employees which decisions they can or can’t make; it means giving employees the tools they need to make high-quality decisions and the right level of guidance as they do so.

Here’s how to support delegation and employee empowerment:

• Ensure that your organization has a well-defined, universally understood strategy. When the strategic intent of an organization is clear, empowerment is much easier because it allows teams to pull in the same direction.
• Clearly define roles and responsibilities. At the foundation of all empowerment efforts is a clear understanding of who is responsible for what, including who has input and who doesn’t.
• Invest in capability building (and coaching) up front. To help managers spend meaningful coaching time, organizations should also invest in managers’ leadership skills.
• Build an empowerment-oriented culture. Leaders should role model mindsets that promote empowerment, and managers should build the coaching skills they want to see. Managers and employees, in particular, will need to get comfortable with failure as a necessary step to success.
• Decide when to get involved. Managers should spend effort up front to decide what is worth their focused attention. They should know when it’s appropriate to provide close guidance and when not to.

How can you guard against bias in decision making?

Cognitive bias is real. We all fall prey, no matter how we try to guard ourselves against it. And cognitive and organizational bias undermines good decision making, whether you’re choosing what to have for lunch or whether to put in a bid to acquire another company.

Here are some of the most common cognitive biases and strategies for how to avoid them:

• Confirmation bias. Often, when we already believe something, our minds seek out information to support that belief—whether or not it is actually true. Confirmation bias  involves overweighting evidence that supports our belief, underweighting evidence against our belief, or even failing to search impartially for evidence in the first place. Confirmation bias is one of the most common traps organizational decision makers fall into. One famous—and painful—example of confirmation bias is when Blockbuster passed up the opportunity  to buy a fledgling Netflix for $50 million in 2000. (Actually, that’s putting it politely. Netflix executives remember being “laughed out” of Blockbuster’s offices.) Fresh off the dot-com bubble burst of 2000, Blockbuster executives likely concluded that Netflix had approached them out of desperation—not that Netflix actually had a baby unicorn on its hands.
• Herd mentality. First observed by Charles Mackay in his 1841 study of crowd psychology, herd mentality happens when information that’s available to the group is determined to be more useful than privately held knowledge. Individuals buy into this bias because there’s safety in the herd. But ignoring competing viewpoints might ultimately be costly. To counter this, try a teardown exercise , wherein two teams use scenarios, advanced analytics, and role-playing to identify how a herd might react to a decision, and to ensure they can refute public perceptions.
• Sunk-cost fallacy. Executives frequently hold onto underperforming business units or projects because of emotional or legacy attachment . Equally, business leaders hate shutting projects down . This, researchers say, is due to the ingrained belief that if everyone works hard enough, anything can be turned into gold. McKinsey research indicates two techniques for understanding when to hold on and when to let go. First, change the burden of proof from why an asset should be cut to why it should be retained. Next, categorize business investments according to whether they should be grown, maintained, or disposed of—and follow clearly differentiated investment rules  for each group.
• Ignoring unpleasant information. Researchers call this the “ostrich effect”—when people figuratively bury their heads in the sand , ignoring information that will make their lives more difficult. One study, for example, found that investors were more likely to check the value of their portfolios when the markets overall were rising, and less likely to do so when the markets were flat or falling. One way to help get around this is to engage in a readout process, where individuals or teams summarize discussions as they happen. This increases the likelihood that everyone leaves a meeting with the same understanding of what was said.
• Halo effect. Important personal and professional choices are frequently affected by people’s tendency to make specific judgments based on general impressions . Humans are tempted to use simple mental frames to understand complicated ideas, which means we frequently draw conclusions faster than we should. The halo effect is particularly common in hiring decisions. To avoid this bias, structured interviews can help mitigate the essentializing tendency. When candidates are measured against indicators, intuition is less likely to play a role.

For more common biases and how to beat them, check out McKinsey’s Bias Busters Collection .

Learn more about Strategy & Corporate Finance consulting  at McKinsey—and check out job opportunities related to decision making if you’re interested in working at McKinsey.

Articles referenced include:

• “ Bias busters: When the crowd isn’t necessarily wise ,” McKinsey Quarterly , May 23, 2022, Eileen Kelly Rinaudo , Tim Koller , and Derek Schatz
• “ Boards and decision making ,” April 8, 2021, Aaron De Smet , Frithjof Lund , Suzanne Nimocks, and Leigh Weiss
• “ To unlock better decision making, plan better meetings ,” November 9, 2020, Aaron De Smet , Simon London, and Leigh Weiss
• “ Reimagine decision making to improve speed and quality ,” September 14, 2020, Julie Hughes , J. R. Maxwell , and Leigh Weiss
• “ For smarter decisions, empower your employees ,” September 9, 2020, Aaron De Smet , Caitlin Hewes, and Leigh Weiss
• “ Bias busters: Lifting your head from the sand ,” McKinsey Quarterly , August 18, 2020, Eileen Kelly Rinaudo
• “ Decision making in uncertain times ,” March 24, 2020, Andrea Alexander, Aaron De Smet , and Leigh Weiss
• “ Bias busters: Avoiding snap judgments ,” McKinsey Quarterly , November 6, 2019, Tim Koller , Dan Lovallo, and Phil Rosenzweig
• “ Three keys to faster, better decisions ,” McKinsey Quarterly , May 1, 2019, Aaron De Smet , Gregor Jost , and Leigh Weiss
• “ Decision making in the age of urgency ,” April 30, 2019, Iskandar Aminov, Aaron De Smet , Gregor Jost , and David Mendelsohn
• “ Bias busters: Pruning projects proactively ,” McKinsey Quarterly , February 6, 2019, Tim Koller , Dan Lovallo, and Zane Williams
• “ Decision making in your organization: Cutting through the clutter ,” McKinsey Quarterly , January 16, 2018, Aaron De Smet , Simon London, and Leigh Weiss
• “ Untangling your organization’s decision making ,” McKinsey Quarterly , June 21, 2017, Aaron De Smet , Gerald Lackey, and Leigh Weiss
• “ Are you ready to decide? ,” McKinsey Quarterly , April 1, 2015, Philip Meissner, Olivier Sibony, and Torsten Wulf.

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11.3: Understanding Decision Making

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Learning Objectives

• Define decision making.
• Understand different types of decisions.

What Is Decision Making?

Decision making refers to making choices among alternative courses of action—which may also include inaction. While it can be argued that management is decision making, half of the decisions made by managers within organizations fail (Ireland & Miller, 2004; Nutt, 2002; Nutt, 1999). Therefore, increasing effectiveness in decision making is an important part of maximizing your effectiveness at work. This chapter will help you understand how to make decisions alone or in a group while avoiding common decision-making traps.

Individuals throughout organizations use the information they gather to make a wide range of decisions. These decisions may affect the lives of others and change the course of an organization. For example, the decisions made by executives and consulting firms for Enron ultimately resulted in a $60 billion loss for investors, thousands of employees without jobs, and the loss of all employee retirement funds. But Sherron Watkins, a former Enron employee and now-famous whistleblower, uncovered the accounting problems and tried to enact change. Similarly, the decisions made by firms to trade in mortgage-backed securities is having negative consequences for the entire U.S. economy. Each of these people made a decision, and each person, as well as others, is now living with the consequences of his or her decisions.

Because many decisions involve an ethical component, one of the most important considerations in management is whether the decisions you are making as an employee or manager are ethical. Here are some basic questions you can ask yourself to assess the ethics of a decision (Blanchard & Peale, 1988).

• Is this decision fair?
• Will I feel better or worse about myself after I make this decision?
• Does this decision break any organizational rules?
• Does this decision break any laws?
• How would I feel if this decision was broadcast on the news?

Types of Decisions

Despite the far-reaching nature of the decisions in the previous example, not all decisions have major consequences or even require a lot of thought. For example, before you come to class, you make simple and habitual decisions such as what to wear, what to eat, and which route to take as you go to and from home and school. You probably do not spend much time on these mundane decisions. These types of straightforward decisions are termed programmed decisions; these are decisions that occur frequently enough that we develop an automated response to them. The automated response we use to make these decisions is called the decision rule . For example, many restaurants face customer complaints as a routine part of doing business. Because this is a recurring problem for restaurants, it may be regarded as a programmed decision. To deal with this problem, the restaurant might have a policy stating that every time they receive a valid customer complaint, the customer should receive a free dessert, which represents a decision rule. Making strategic, tactical, and operational decisions is an integral part of the planning function in the P-O-L-C (planning-organizing-leading-controlling) model.

However, decisions that are unique and important require conscious thinking, information gathering, and careful consideration of alternatives. These are called nonprogrammed decisions . For example, in 2005, McDonald’s became aware of a need to respond to growing customer concerns regarding foods high in fat and calories. This is a nonprogrammed decision because for several decades, customers of fast-food restaurants were more concerned with the taste and price of the food, rather than the healthiness. In response, McDonald’s decided to offer healthier alternatives, such as substituting apple slices in Happy Meals for French fries and discontinuing the use of trans fats. A crisis situation also constitutes a nonprogrammed decision for companies. For example, the leadership of Nutrorim was facing a tough decision. They had recently introduced a new product, ChargeUp with Lipitrene, an improved version of their popular sports drink powder, ChargeUp. But a phone call came from a state health department to inform them that several cases of gastrointestinal distress had been reported after people consumed the new product. Nutrorim decided to recall ChargeUp with Lipitrene immediately. Two weeks later, it became clear that the gastrointestinal problems were unrelated to ChargeUp with Lipitrene. However, the damage to the brand and to the balance sheets was already done. This unfortunate decision caused Nutrorim to rethink the way decisions were made under pressure so that they now gather information to make informed choices even when time is of the essence (Garvin, 2006).

Figure \(\PageIndex{1}\): To ensure consistency around the globe such as at this St. Petersburg, Russia, location, McDonald’s trains all restaurant managers (over 65,000 so far) at Hamburger University where they take the equivalent of two years of college courses and learn how to make decisions. The curriculum is taught in 28 languages. Wikimedia Commons – McDonalds in St Petersburg 2004 – CC BY-SA 1.0.

Decision making can also be classified into three categories based on the level at which they occur. Strategic decisions set the course of organization. Tactical decisions are decisions about how things will get done. Finally, operational decisions are decisions that employees make each day to run the organization. For example, remember the restaurant that routinely offers a free dessert when a customer complaint is received. The owner of the restaurant made a strategic decision to have great customer service. The manager of the restaurant implemented the free dessert policy as a way to handle customer complaints, which is a tactical decision. And, the servers at the restaurant are making individual decisions each day evaluating whether each customer complaint received is legitimate to warrant a free dessert.

In this chapter, we are going to discuss different decision-making models designed to understand and evaluate the effectiveness of nonprogrammed decisions. We will cover four decision-making approaches starting with the rational decision-making model, moving to the bounded rationality decision-making model, the intuitive decision-making model, and ending with the creative decision-making model.

Making Rational Decisions

The rational decision-making model describes a series of steps that decision makers should consider if their goal is to maximize the quality of their outcomes. In other words, if you want to make sure you make the best choice, going through the formal steps of the rational decision-making model may make sense.

Let’s imagine that your old, clunky car has broken down and you have enough money saved for a substantial down payment on a new car. It is the first major purchase of your life, and you want to make the right choice. The first step, therefore, has already been completed—we know that you want to buy a new car. Next, in step 2, you’ll need to decide which factors are important to you. How many passengers do you want to accommodate? How important is fuel economy to you? Is safety a major concern? You only have a certain amount of money saved, and you don’t want to take on too much debt, so price range is an important factor as well. If you know you want to have room for at least five adults, get at least 20 miles per gallon, drive a car with a strong safety rating, not spend more than $22,000 on the purchase, and like how it looks, you’ve identified the decision criteria. All of the potential options for purchasing your car will be evaluated against these criteria.

Figure \(\PageIndex{3}\): Using the rational decision-making model to make major purchases can help avoid making poor choices. Lars Plougmann – Headshift business card discussion – CC BY-SA 2.0. 

Before we can move too much further, you need to decide how important each factor is to your decision in step 3. If each is equally important, then there is no need to weight them, but if you know that price and gas mileage are key factors, you might weight them heavily and keep the other criteria with medium importance. Step 4 requires you to generate all alternatives about your options. Then, in step 5, you need to use this information to evaluate each alternative against the criteria you have established. You choose the best alternative (step 6) and you go out and buy your new car (step 7).

Of course, the outcome of this decision will be related to the next decision made; that is where the evaluation in step 8 comes in. For example, if you purchase a car but have nothing but problems with it, you are unlikely to consider the same make and model in purchasing another car the next time!

While decision makers can get off track during any of these steps, research shows that limiting the search for alternatives in the fourth step can be the most challenging and lead to failure. In fact, one researcher found that no alternative generation occurred in 85% of the decisions studied (Nutt, 1994). Conversely, successful managers are clear about what they want at the outset of the decision-making process, set objectives for others to respond to, carry out an unrestricted search for solutions, get key people to participate, and avoid using their power to push their perspective (Nutt, 1998).

The rational decision-making model has important lessons for decision makers. First, when making a decision you may want to make sure that you establish your decision criteria before you search for all alternatives. This would prevent you from liking one option too much and setting your criteria accordingly. For example, let’s say you started browsing for cars before you decided your decision criteria. You may come across a car that you think really reflects your sense of style and make an emotional bond with the car. Then, because of your love for this car, you may say to yourself that the fuel economy of the car and the innovative braking system are the most important criteria. After purchasing it, you may realize that the car is too small for all of your friends to ride in the back seat when you and your brother are sitting in front, which was something you should have thought about! Setting criteria before you search for alternatives may prevent you from making such mistakes. Another advantage of the rational model is that it urges decision makers to generate all alternatives instead of only a few. By generating a large number of alternatives that cover a wide range of possibilities, you are likely to make a more effective decision in which you do not need to sacrifice one criterion for the sake of another.

Despite all its benefits, you may have noticed that this decision-making model involves a number of unrealistic assumptions. It assumes that people understand what decision is to be made, that they know all their available choices, that they have no perceptual biases, and that they want to make optimal decisions. Nobel Prize–winning economist Herbert Simon observed that while the rational decision-making model may be a helpful tool for working through problems, it doesn’t represent how decisions are frequently made within organizations. In fact, Simon argued that it didn’t even come close!

Think about how you make important decisions in your life. Our guess is that you rarely sit down and complete all eight steps in the rational decision-making model. For example, this model proposed that we should search for all possible alternatives before making a decision, but this can be time consuming and individuals are often under time pressure to make decisions. Moreover, even if we had access to all the information, it could be challenging to compare the pros and cons of each alternative and rank them according to our preferences. Anyone who has recently purchased a new laptop computer or cell phone can attest to the challenge of sorting through the different strengths and limitations of each brand, model, and plans offered for support and arriving at the solution that best meets their needs.

In fact, the availability of too much information can lead to analysis paralysis , where more and more time is spent on gathering information and thinking about it, but no decisions actually get made. A senior executive at Hewlett-Packard admits that his company suffered from this spiral of analyzing things for too long to the point where data gathering led to “not making decisions, instead of us making decisions (Zell, et. al., 2007).” Moreover, you may not always be interested in reaching an optimal decision. For example, if you are looking to purchase a house, you may be willing and able to invest a great deal of time and energy to find your dream house, but if you are looking for an apartment to rent for the academic year, you may be willing to take the first one that meets your criteria of being clean, close to campus, and within your price range.

Making “Good Enough” Decisions

The bounded rationality model of decision making recognizes the limitations of our decision-making processes. According to this model, individuals knowingly limit their options to a manageable set and choose the best alternative without conducting an exhaustive search for alternatives. An important part of the bounded rationality approach is the tendency to satisfice , which refers to accepting the first alternative that meets your minimum criteria. For example, many college graduates do not conduct a national or international search for potential job openings; instead, they focus their search on a limited geographic area and tend to accept the first offer in their chosen area, even if it may not be the ideal job situation. Satisficing is similar to rational decision making, but it differs in that rather than choosing the best choice and maximizing the potential outcome, the decision maker saves time and effort by accepting the first alternative that meets the minimum threshold.

Making Intuitive Decisions

The intuitive decision-making model has emerged as an important decision-making model. It refers to arriving at decisions without conscious reasoning. Eighty-nine percent of managers surveyed admitted to using intuition to make decisions at least sometimes, and 59% said they used intuition often (Burke & Miller, 1999). When we recognize that managers often need to make decisions under challenging circumstances with time pressures, constraints, a great deal of uncertainty, highly visible and high-stakes outcomes, and within changing conditions, it makes sense that they would not have the time to formally work through all the steps of the rational decision-making model. Yet when CEOs, financial analysts, and healthcare workers are asked about the critical decisions they make, seldom do they attribute success to luck. To an outside observer, it may seem like they are making guesses as to the course of action to take, but it turns out that they are systematically making decisions using a different model than was earlier suspected. Research on life-or-death decisions made by fire chiefs, pilots, and nurses finds that these experts do not choose among a list of well-thought-out alternatives. They don’t decide between two or three options and choose the best one. Instead, they consider only one option at a time. The intuitive decision-making model argues that, in a given situation, experts making decisions scan the environment for cues to recognize patterns (Breen, 2000; Klein, 2003; Salas & Klein, 2001). Once a pattern is recognized, they can play a potential course of action through to its outcome based on their prior experience. Due to training, experience, and knowledge, these decision makers have an idea of how well a given solution may work. If they run through the mental model and find that the solution will not work, they alter the solution and retest it before setting it into action. If it still is not deemed a workable solution, it is discarded as an option and a new idea is tested until a workable solution is found. Once a viable course of action is identified, the decision maker puts the solution into motion. The key point is that only one choice is considered at a time. Novices are not able to make effective decisions this way because they do not have enough prior experience to draw upon.

Making Creative Decisions

In addition to the rational decision making, bounded rationality models, and intuitive decision making, creative decision making is a vital part of being an effective decision maker. Creativity is the generation of new, imaginative ideas. With the flattening of organizations and intense competition among organizations, individuals and organizations are driven to be creative in decisions ranging from cutting costs to creating new ways of doing business. Please note that, while creativity is the first step in the innovation process, creativity and innovation are not the same thing. Innovation begins with creative ideas, but it also involves realistic planning and follow-through.

The five steps to creative decision making are similar to the previous decision-making models in some keys ways. All of the models include problem identification , which is the step in which the need for problem solving becomes apparent. If you do not recognize that you have a problem, it is impossible to solve it. Immersion is the step in which the decision maker thinks about the problem consciously and gathers information. A key to success in creative decision making is having or acquiring expertise in the area being studied. Then, incubation occurs. During incubation, the individual sets the problem aside and does not think about it for a while. At this time, the brain is actually working on the problem unconsciously. Then comes illumination or the insight moment, when the solution to the problem becomes apparent to the person, usually when it is least expected. This is the “eureka” moment similar to what happened to the ancient Greek inventor Archimedes, who found a solution to the problem he was working on while he was taking a bath. Finally, the verification and application stage happens when the decision maker consciously verifies the feasibility of the solution and implements the decision.

A NASA scientist describes his decision-making process leading to a creative outcome as follows: He had been trying to figure out a better way to de-ice planes to make the process faster and safer. After recognizing the problem, he had immersed himself in the literature to understand all the options, and he worked on the problem for months trying to figure out a solution. It was not until he was sitting outside of a McDonald’s restaurant with his grandchildren that it dawned on him. The golden arches of the “M” of the McDonald’s logo inspired his solution: he would design the de-icer as a series of M’s! 1 This represented the illumination stage. After he tested and verified his creative solution, he was done with that problem except to reflect on the outcome and process.

How Do You Know If Your Decision-Making Process Is Creative?

Researchers focus on three factors to evaluate the level of creativity in the decision-making process. Fluency refers to the number of ideas a person is able to generate. Flexibility refers to how different the ideas are from one another. If you are able to generate several distinct solutions to a problem, your decision-making process is high on flexibility. Originality refers to an idea’s uniqueness. You might say that Reed Hastings, founder and CEO of Netflix, is a pretty creative person. His decision-making process shows at least two elements of creativity. We do not exactly know how many ideas he had over the course of his career, but his ideas are fairly different from one another. After teaching math in Africa with the Peace Corps, Hastings was accepted at Stanford University, where he earned a master’s degree in computer science. Soon after starting work at a software company, he invented a successful debugging tool, which led to his founding the computer troubleshooting company Pure Software in 1991. After a merger and the subsequent sale of the resulting company in 1997, Hastings founded Netflix, which revolutionized the DVD rental business through online rentals with no late fees. In 2007, Hastings was elected to Microsoft’s board of directors. As you can see, his ideas are high in originality and flexibility (Conlin, 2007).

Some experts have proposed that creativity occurs as an interaction among three factors: (1) people’s personality traits (openness to experience, risk taking), (2) their attributes (expertise, imagination, motivation), and (3) the context (encouragement from others, time pressure, and physical structures) (Amabile, 1988; Amabile, et. al., 1996; Ford & Gioia, 2000; Tierney, et. al., 1999; Woodman, et. al., 1993). For example, research shows that individuals who are open to experience, are less conscientious, more self-accepting, and more impulsive, tend to be more creative (Feist, 1998).

There are many techniques available that enhance and improve creativity. Linus Pauling, the Nobel prize winner who popularized the idea that vitamin C could help build the immunity system, said, “The best way to have a good idea is to have a lot of ideas.” One popular way to generate ideas is to use brainstorming. Brainstorming is a group process of generated ideas that follows a set of guidelines that include no criticism of ideas during the brainstorming process, the idea that no suggestion is too crazy, and building on other ideas (piggybacking). Research shows that the quantity of ideas actually leads to better idea quality in the end, so setting high idea quotas where the group must reach a set number of ideas before they are done, is recommended to avoid process loss and to maximize the effectiveness of brainstorming. Another unique aspect of brainstorming is that the more people are included in brainstorming, the better the decision outcome will be because the variety of backgrounds and approaches give the group more to draw from. A variation of brainstorming is wildstorming where the group focuses on ideas that are impossible and then imagines what would need to happen to make them possible (Scott, et. al., 2004).

Ideas for Enhancing Organizational Creativity

We have seen that organizational creativity is vital to organizations. Here are some guidelines for enhancing organizational creativity within teams (Amabile, 1998; Gundry, et. al., 1994; Keith, 2008; Pearsall, et. al., 2008; Thompson, 2003).

Team Composition (Organizing/Leading)

• Diversify your team to give them more inputs to build on and more opportunities to create functional conflict while avoiding personal conflict.
• Change group membership to stimulate new ideas and new interaction patterns.
• Leaderless teams can allow teams freedom to create without trying to please anyone up front.

Team Process (Leading)

• Engage in brainstorming to generate ideas—remember to set a high goal for the number of ideas the group should come up with, encourage wild ideas, and take brainwriting breaks.
• Use the nominal group technique in person or electronically to avoid some common group process pitfalls. Consider anonymous feedback as well.
• Use analogies to envision problems and solutions.

Leadership (Leading)

• Challenge teams so that they are engaged but not overwhelmed.
• Let people decide how to achieve goals , rather than telling them what goals to achieve.
• Support and celebrate creativity even when it leads to a mistake. But set up processes to learn from mistakes as well.
• Model creative behavior.

Culture (Organizing)

• Institute organizational memory so that individuals do not spend time on routine tasks.
• Build a physical space conducive to creativity that is playful and humorous—this is a place where ideas can thrive.
• Incorporate creative behavior into the performance appraisal process.

And finally, avoiding groupthink can be an important skill to learn (Janis, 1972).

The four different decision-making models—rational, bounded rationality, intuitive, and creative—vary in terms of how experienced or motivated a decision maker is to make a choice. Choosing the right approach will make you more effective at work and improve your ability to carry out all the P-O-L-C functions.

Key Takeaway

Decision making is choosing among alternative courses of action, including inaction. There are different types of decisions, ranging from automatic, programmed decisions to more intensive nonprogrammed decisions. Structured decision-making processes include rational decision making, bounded rationality, intuitive, and creative decision making. Each of these can be useful, depending on the circumstances and the problem that needs to be solved.

• What do you see as the main difference between a successful and an unsuccessful decision? How much does luck versus skill have to do with it? How much time needs to pass to answer the first question?
• Research has shown that over half of the decisions made within organizations fail. Does this surprise you? Why or why not?
• Have you used the rational decision-making model to make a decision? What was the context? How well did the model work?
• Share an example of a decision where you used satisficing. Were you happy with the outcome? Why or why not? When would you be most likely to engage in satisficing?
• Do you think intuition is respected as a decision-making style? Do you think it should be? Why or why not?

1 Interview by author Talya Bauer at Ames Research Center, Mountain View, CA, 1990.

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Amabile, T. M., Conti, R., Coon, H., Lazenby, J., & Herron, M. (1996). Assessing the work environment for creativity. Academy of Management Journal, 39 , 1154–1184.

Amabile, T. M. (1998). How to kill creativity. Harvard Business Review, 76 , 76–87.

Blanchard, K., & Peale, N. V. (1988). The power of ethical management . New York: William Morrow.

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Burke, L. A., & Miller, M. K. (1999). Taking the mystery out of intuitive decision making. Academy of Management Executive, 13 , 91–98.

Conlin, M. (2007, September 14). Netflix: Recruiting and retaining the best talent. Business Week Online . Retrieved March 1, 2008, from http://www.businessweek.com/managing/content/sep2007/ca20070913_564868.htm?campaign_id=rss_null .

Feist, G. J. (1998). A meta-analysis of personality in scientific and artistic creativity. Personality and Social Psychology Review, 2 , 290–309.

Ford, C. M., & Gioia, D. A. (2000). Factors influencing creativity in the domain of managerial decision making. Journal of Management, 26 , 705–732.

Garvin, D. A. (2006, January). All the wrong moves. Harvard Business Review , 18–23.

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7 steps of the decision-making process

Reading time: about 4 min

• Identify the decision.
• Gather relevant info.
• Identify the alternatives.
• Weigh the evidence.
• Choose among the alternatives.
• Take action.
• Review your decision.

Robert Frost wrote, “Two roads diverged in a wood, and I—I took the one less traveled by, and that has made all the difference.” But unfortunately, not every decision is as simple as “Let’s just take this path and see where it goes,” especially when you’re making a decision related to your business.

Whether you manage a small team or are at the head of a large corporation, your success and the success of your company depend on you making the right decisions—and learning from the wrong decisions.

Use these decision-making process steps to help you make more profitable decisions. You'll be able to better prevent hasty decision-making and make more educated decisions.

Defining the business decision-making process

The business decision-making process is a step-by-step process allowing professionals to solve problems by weighing evidence, examining alternatives, and choosing a path from there. This defined process also provides an opportunity, at the end, to review whether the decision was the right one.

7 decision-making process steps

Though there are many slight variations of the decision-making framework floating around on the Internet, in business textbooks, and in leadership presentations, professionals most commonly use these seven steps.

1. Identify the decision

To make a decision, you must first identify the problem you need to solve or the question you need to answer. Clearly define your decision. If you misidentify the problem to solve, or if the problem you’ve chosen is too broad, you’ll knock the decision train off the track before it even leaves the station.

If you need to achieve a specific goal from your decision, make it measurable and timely.

2. Gather relevant information

Once you have identified your decision, it’s time to gather the information relevant to that choice. Do an internal assessment, seeing where your organization has succeeded and failed in areas related to your decision. Also, seek information from external sources, including studies, market research, and, in some cases, evaluation from paid consultants.

Keep in mind, you can become bogged down by too much information and that might only complicate the process.

3. Identify the alternatives

With relevant information now at your fingertips, identify possible solutions to your problem. There is usually more than one option to consider when trying to meet a goal. For example, if your company is trying to gain more engagement on social media, your alternatives could include paid social advertisements, a change in your organic social media strategy, or a combination of the two.

4. Weigh the evidence

Once you have identified multiple alternatives, weigh the evidence for or against said alternatives. See what companies have done in the past to succeed in these areas, and take a good look at your organization’s own wins and losses. Identify potential pitfalls for each of your alternatives, and weigh those against the possible rewards.

5. Choose among alternatives

Here is the part of the decision-making process where you actually make the decision. Hopefully, you’ve identified and clarified what decision needs to be made, gathered all relevant information, and developed and considered the potential paths to take. You should be prepared to choose.

6. Take action

7. review your decision.

After a predetermined amount of time—which you defined in step one of the decision-making process—take an honest look back at your decision. Did you solve the problem? Did you answer the question? Did you meet your goals?

If so, take note of what worked for future reference. If not, learn from your mistakes as you begin the decision-making process again.

Tools for better decision-making

Depending on the decision, you might want to weigh evidence using a decision tree . The example below shows a company trying to determine whether to perform market testing before a product launch. The different branches record the probability of success and estimated payout so the company can see which option will bring in more revenue.

Visual Activities are a perfect choice for quickly synthesizing ideas and gaining consensus. Use these dynamic activities with your team members to turn qualitative feedback into actionable insights and easily make decisions in seconds.

A decision matrix is another tool that can help you evaluate your options and make better decisions. Learn how to make a decision matrix and get started quickly with the template below. 

You can also create a classic pros-and-cons list, and clearly highlight whether your options meet necessary criteria or whether they pose too high of a risk.

With these 7 steps we've outlined, plus some tools to get you started, you will be able to make more informed decisions faster . 

Explore additional strategies to help with your decision-making process.

Lucidchart, a cloud-based intelligent diagramming application, is a core component of Lucid Software's Visual Collaboration Suite. This intuitive, cloud-based solution empowers teams to collaborate in real-time to build flowcharts, mockups, UML diagrams, customer journey maps, and more. Lucidchart propels teams forward to build the future faster. Lucid is proud to serve top businesses around the world, including customers such as Google, GE, and NBC Universal, and 99% of the Fortune 500. Lucid partners with industry leaders, including Google, Atlassian, and Microsoft. Since its founding, Lucid has received numerous awards for its products, business, and workplace culture. For more information, visit lucidchart.com.

Related articles

Use this guide to learn how to make a decision tree in Microsoft Excel—either directly in Excel using Shapes or using a simple Lucidchart integration.

Review these steps of the consumer decision-making process and put yourself in the customer’s shoes to make an impact with your sales or marketing.

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What Is a Business Plan? Definition and Planning Essentials Explained

Posted february 21, 2022 by kody wirth.

What is a business plan? It’s the roadmap for your business. The outline of your goals, objectives, and the steps you’ll take to get there. It describes the structure of your organization, how it operates, as well as the financial expectations and actual performance. 

A business plan can help you explore ideas, successfully start a business, manage operations, and pursue growth. In short, a business plan is a lot of different things. It’s more than just a stack of paper and can be one of your most effective tools as a business owner. 

Let’s explore the basics of business planning, the structure of a traditional plan, your planning options, and how you can use your plan to succeed. 

What is a business plan?

A business plan is a document that explains how your business operates. It summarizes your business structure, objectives, milestones, and financial performance. Again, it’s a guide that helps you, and anyone else, better understand how your business will succeed.  

Why do you need a business plan?

The primary purpose of a business plan is to help you understand the direction of your business and the steps it will take to get there. Having a solid business plan can help you grow up to 30% faster and according to our own 2021 Small Business research working on a business plan increases confidence regarding business health—even in the midst of a crisis. 

These benefits are directly connected to how writing a business plan makes you more informed and better prepares you for entrepreneurship. It helps you reduce risk and avoid pursuing potentially poor ideas. You’ll also be able to more easily uncover your business’s potential. By regularly returning to your plan you can understand what parts of your strategy are working and those that are not.

That just scratches the surface for why having a plan is valuable. Check out our full write-up for fifteen more reasons why you need a business plan .  

What can you do with your plan?

So what can you do with a business plan once you’ve created it? It can be all too easy to write a plan and just let it be. Here are just a few ways you can leverage your plan to benefit your business.

Test an idea

Writing a plan isn’t just for those that are ready to start a business. It’s just as valuable for those that have an idea and want to determine if it’s actually possible or not. By writing a plan to explore the validity of an idea, you are working through the process of understanding what it would take to be successful. 

The market and competitive research alone can tell you a lot about your idea. Is the marketplace too crowded? Is the solution you have in mind not really needed? Add in the exploration of milestones, potential expenses, and the sales needed to attain profitability and you can paint a pretty clear picture of the potential of your business.

Document your strategy and goals

For those starting or managing a business understanding where you’re going and how you’re going to get there are vital. Writing your plan helps you do that. It ensures that you are considering all aspects of your business, know what milestones you need to hit, and can effectively make adjustments if that doesn’t happen. 

With a plan in place, you’ll have an idea of where you want your business to go as well as how you’ve performed in the past. This alone better prepares you to take on challenges, review what you’ve done before, and make the right adjustments.

Pursue funding

Even if you do not intend to pursue funding right away, having a business plan will prepare you for it. It will ensure that you have all of the information necessary to submit a loan application and pitch to investors. So, rather than scrambling to gather documentation and write a cohesive plan once it’s relevant, you can instead keep your plan up-to-date and attempt to attain funding. Just add a use of funds report to your financial plan and you’ll be ready to go.

The benefits of having a plan don’t stop there. You can then use your business plan to help you manage the funding you receive. You’ll not only be able to easily track and forecast how you’ll use your funds but easily report on how it’s been used. 

Better manage your business

A solid business plan isn’t meant to be something you do once and forget about. Instead, it should be a useful tool that you can regularly use to analyze performance, make strategic decisions, and anticipate future scenarios. It’s a document that you should regularly update and adjust as you go to better fit the actual state of your business.

Doing so makes it easier to understand what’s working and what’s not. It helps you understand if you’re truly reaching your goals or if you need to make further adjustments. Having your plan in place makes that process quicker, more informative, and leaves you with far more time to actually spend running your business.

What should your business plan include?

The content and structure of your business plan should include anything that will help you use it effectively. That being said, there are some key elements that you should cover and that investors will expect to see. 

Executive summary

The executive summary is a simple overview of your business and your overall plan. It should serve as a standalone document that provides enough detail for anyone—including yourself, team members, or investors—to fully understand your business strategy. Make sure to cover the problem you’re solving, a description of your product or service, your target market, organizational structure, a financial summary, and any necessary funding requirements.

This will be the first part of your plan but it’s easiest to write it after you’ve created your full plan.

Products & Services

When describing your products or services, you need to start by outlining the problem you’re solving and why what you offer is valuable. This is where you’ll also address current competition in the market and any competitive advantages your products or services bring to the table. Lastly, be sure to outline the steps or milestones that you’ll need to hit to successfully launch your business. If you’ve already hit some initial milestones, like taking pre-orders or early funding, be sure to include it here to further prove the validity of your business. 

Market analysis

A market analysis is a qualitative and quantitative assessment of the current market you’re entering or competing in. It helps you understand the overall state and potential of the industry, who your ideal customers are, the positioning of your competition, and how you intend to position your own business. This helps you better explore the long-term trends of the market, what challenges to expect, and how you will need to initially introduce and even price your products or services.

Check out our full guide for how to conduct a market analysis in just four easy steps .  

Marketing & sales

Here you detail how you intend to reach your target market. This includes your sales activities, general pricing plan, and the beginnings of your marketing strategy. If you have any branding elements, sample marketing campaigns, or messaging available—this is the place to add it. 

Additionally, it may be wise to include a SWOT analysis that demonstrates your business or specific product/service position. This will showcase how you intend to leverage sales and marketing channels to deal with competitive threats and take advantage of any opportunities.

Check out our full write-up to learn how to create a cohesive marketing strategy for your business. 

Organization & management

This section addresses the legal structure of your business, your current team, and any gaps that need to be filled. Depending on your business type and longevity, you’ll also need to include your location, ownership information, and business history. Basically, add any information that helps explain your organizational structure and how you operate. This section is particularly important for pitching to investors but should be included even if attempted funding is not in your immediate future.

Financial projections

Possibly the most important piece of your plan, your financials section is vital for showcasing the viability of your business. It also helps you establish a baseline to measure against and makes it easier to make ongoing strategic decisions as your business grows. This may seem complex on the surface, but it can be far easier than you think. 

Focus on building solid forecasts, keep your categories simple, and lean on assumptions. You can always return to this section to add more details and refine your financial statements as you operate. 

Here are the statements you should include in your financial plan:

• Sales and revenue projections
• Profit and loss statement
• Cash flow statement
• Balance sheet

The appendix is where you add additional detail, documentation, or extended notes that support the other sections of your plan. Don’t worry about adding this section at first and only add documentation that you think will be beneficial for anyone reading your plan.

Types of business plans explained

While all business plans cover similar categories, the style and function fully depend on how you intend to use your plan. So, to get the most out of your plan, it’s best to find a format that suits your needs. Here are a few common business plan types worth considering. 

Traditional business plan

The tried-and-true traditional business plan is a formal document meant to be used for external purposes. Typically this is the type of plan you’ll need when applying for funding or pitching to investors. It can also be used when training or hiring employees, working with vendors, or any other situation where the full details of your business must be understood by another individual. 

This type of business plan follows the outline above and can be anywhere from 10-50 pages depending on the amount of detail included, the complexity of your business, and what you include in your appendix. We recommend only starting with this business plan format if you plan to immediately pursue funding and already have a solid handle on your business information. 

Business model canvas

The business model canvas is a one-page template designed to demystify the business planning process. It removes the need for a traditional, copy-heavy business plan, in favor of a single-page outline that can help you and outside parties better explore your business idea. 

The structure ditches a linear structure in favor of a cell-based template. It encourages you to build connections between every element of your business. It’s faster to write out and update, and much easier for you, your team, and anyone else to visualize your business operations. This is really best for those exploring their business idea for the first time, but keep in mind that it can be difficult to actually validate your idea this way as well as adapt it into a full plan.

One-page business plan

The true middle ground between the business model canvas and a traditional business plan is the one-page business plan. This format is a simplified version of the traditional plan that focuses on the core aspects of your business. It basically serves as a beefed-up pitch document and can be finished as quickly as the business model canvas.

By starting with a one-page plan, you give yourself a minimal document to build from. You’ll typically stick with bullet points and single sentences making it much easier to elaborate or expand sections into a longer-form business plan. This plan type is useful for those exploring ideas, needing to validate their business model, or who need an internal plan to help them run and manage their business.

Now, the option that we here at LivePlan recommend is the Lean Plan . This is less of a specific document type and more of a methodology. It takes the simplicity and styling of the one-page business plan and turns it into a process for you to continuously plan, test, review, refine, and take action based on performance.

It holds all of the benefits of the single-page plan, including the potential to complete it in as little as 27-minutes . However, it’s even easier to convert into a full plan thanks to how heavily it’s tied to your financials. The overall goal of Lean Planning isn’t to just produce documents that you use once and shelve. Instead, the Lean Planning process helps you build a healthier company that thrives in times of growth and stable through times of crisis.

It’s faster, keeps your plan concise, and ensures that your plan is always up-to-date.

Try the LivePlan Method for Lean Business Planning

Now that you know the basics of business planning, it’s time to get started. Again we recommend leveraging a Lean Plan for a faster, easier, and far more useful planning process. 

To get familiar with the Lean Plan format, you can download our free Lean Plan template . However, if you want to elevate your ability to create and use your lean plan even further, you may want to explore LivePlan. 

It features step-by-step guidance that ensures you cover everything necessary while reducing the time spent on formatting and presenting. You’ll also gain access to financial forecasting tools that propel you through the process. Finally, it will transform your plan into a management tool that will help you easily compare your forecasts to your actual results. 

Check out how LivePlan streamlines Lean Planning by downloading our Kickstart Your Business ebook .

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• 7 important steps in the decision makin ...

7 important steps in the decision making process

The decision making process is a method of gathering information, assessing alternatives, and making a final choice with the goal of making the best decision possible. In this article, we detail the step-by-step process on how to make a good decision and explain different decision making methodologies.

We make decisions every day. Take the bus to work or call a car? Chocolate or vanilla ice cream? Whole milk or two percent?

There's an entire process that goes into making those tiny decisions, and while these are simple, easy choices, how do we end up making more challenging decisions? 

At work, decisions aren't as simple as choosing what kind of milk you want in your latte in the morning. That’s why understanding the decision making process is so important. 

What is the decision making process?

The decision making process is the method of gathering information, assessing alternatives, and, ultimately, making a final choice. 

Decision-making tools for agile businesses

In this ebook, learn how to equip employees to make better decisions—so your business can pivot, adapt, and tackle challenges more effectively than your competition.

The 7 steps of the decision making process

Step 1: identify the decision that needs to be made.

When you're identifying the decision, ask yourself a few questions: 

What is the problem that needs to be solved?

What is the goal you plan to achieve by implementing this decision?

How will you measure success?

These questions are all common goal setting techniques that will ultimately help you come up with possible solutions. When the problem is clearly defined, you then have more information to come up with the best decision to solve the problem.

Step 2: Gather relevant information

​Gathering information related to the decision being made is an important step to making an informed decision. Does your team have any historical data as it relates to this issue? Has anybody attempted to solve this problem before?

It's also important to look for information outside of your team or company. Effective decision making requires information from many different sources. Find external resources, whether it’s doing market research, working with a consultant, or talking with colleagues at a different company who have relevant experience. Gathering information helps your team identify different solutions to your problem.

Step 3: Identify alternative solutions

This step requires you to look for many different solutions for the problem at hand. Finding more than one possible alternative is important when it comes to business decision-making, because different stakeholders may have different needs depending on their role. For example, if a company is looking for a work management tool, the design team may have different needs than a development team. Choosing only one solution right off the bat might not be the right course of action. 

Step 4: Weigh the evidence

This is when you take all of the different solutions you’ve come up with and analyze how they would address your initial problem. Your team begins identifying the pros and cons of each option, and eliminating alternatives from those choices.

There are a few common ways your team can analyze and weigh the evidence of options:

Pros and cons list

SWOT analysis

Decision matrix

Step 5: Choose among the alternatives

The next step is to make your final decision. Consider all of the information you've collected and how this decision may affect each stakeholder. 

Sometimes the right decision is not one of the alternatives, but a blend of a few different alternatives. Effective decision-making involves creative problem solving and thinking out of the box, so don't limit you or your teams to clear-cut options.

One of the key values at Asana is to reject false tradeoffs. Choosing just one decision can mean losing benefits in others. If you can, try and find options that go beyond just the alternatives presented.

Step 6: Take action

Once the final decision maker gives the green light, it's time to put the solution into action. Take the time to create an implementation plan so that your team is on the same page for next steps. Then it’s time to put your plan into action and monitor progress to determine whether or not this decision was a good one. 

Step 7: Review your decision and its impact (both good and bad)

Once you’ve made a decision, you can monitor the success metrics you outlined in step 1. This is how you determine whether or not this solution meets your team's criteria of success.

Here are a few questions to consider when reviewing your decision:

Did it solve the problem your team identified in step 1? 

Did this decision impact your team in a positive or negative way?

Which stakeholders benefited from this decision? Which stakeholders were impacted negatively?

If this solution was not the best alternative, your team might benefit from using an iterative form of project management. This enables your team to quickly adapt to changes, and make the best decisions with the resources they have. 

Types of decision making models

While most decision making models revolve around the same seven steps, here are a few different methodologies to help you make a good decision.

​Rational decision making models

This type of decision making model is the most common type that you'll see. It's logical and sequential. The seven steps listed above are an example of the rational decision making model. 

When your decision has a big impact on your team and you need to maximize outcomes, this is the type of decision making process you should use. It requires you to consider a wide range of viewpoints with little bias so you can make the best decision possible. 

Intuitive decision making models

This type of decision making model is dictated not by information or data, but by gut instincts. This form of decision making requires previous experience and pattern recognition to form strong instincts.

This type of decision making is often made by decision makers who have a lot of experience with similar kinds of problems. They have already had proven success with the solution they're looking to implement. 

Creative decision making model

The creative decision making model involves collecting information and insights about a problem and coming up with potential ideas for a solution, similar to the rational decision making model. 

The difference here is that instead of identifying the pros and cons of each alternative, the decision maker enters a period in which they try not to actively think about the solution at all. The goal is to have their subconscious take over and lead them to the right decision, similar to the intuitive decision making model. 

This situation is best used in an iterative process so that teams can test their solutions and adapt as things change.

Track key decisions with a work management tool

Tracking key decisions can be challenging when not documented correctly. Learn more about how a work management tool like Asana can help your team track key decisions, collaborate with teammates, and stay on top of progress all in one place.

Related resources

Fix these common onboarding challenges to boost productivity

How Asana uses work management to optimize resource planning

Understanding dependencies in project management

How Asana uses work management for organizational planning

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7 Useful Steps in the Decision-Making Process (With Templates)

Praburam Srinivasan

Growth Marketing Manager

July 26, 2023

Decisions are a fact of life—whether you have to decide what you want for dinner, which candidate to hire for your lead IT role, or what products to bring to market this year. Every single day we make choices that can lead to progress or result in consequences.

Behind those decisions is a complex multi-step process. 

Harnessing control over that process empowers your decision-making and leads to more successful outcomes. Not only do you learn how to make great decisions, but you also learn from bad decisions so you don’t make the same mistakes twice.

With this guide to the decision-making process, you’ll learn seven critical steps to making better decisions. We’ll cover the different types of decision-making methods you can leverage in your business.

Plus, we’ll highlight decision-making templates for your team to develop profitable products and meet company goals. 👀

What is the Decision-Making Process?

Rational decision-making model, intuitive decision-making model, recognition-primed decision model, creative decision-making model, vroom-yetton decision-making model, 1. identify the decision you need to make, 2. gather information internally and externally, 3. determine potential solutions, 4. weigh the evidence of each option, 5. make the final decision, 6. take action on your decision, 7. conduct a review, 1. decision-making framework document, 2. decision tree, 3. project management decision log, 4. decision log.

The decision-making process is a step-by-step procedure designed to create solutions to problems based on compiling information, examining the various options, and choosing how to proceed. 

From identifying the problem to reviewing all the options and implementing a plan of action, the seven-step decision-making process is well-suited for business decisions as well as more complicated personal choices. 🌻

Types of Decision-Making Methods

There are several different types of effective decision-making models, including rational, creative, and intuitive—to name a few. Choosing the right model depends on the level of your decision-making skills, the amount of time you have, the nature of the decision, and your overall decision-making strategy. 

Here’s a brief breakdown of the different models of decision-making to try to find possible solutions to your roadblocks. 🤔

A rational and informed decision model focuses on logically laying out all the different alternative solutions. It’s the most popular model but can also require a lot of time in terms of research. 

With this model, you’ll identify all potential solutions and then work through the pros and cons of each to make an effective decision. It’s the best model for addressing problems that have a big impact on projects or the business as a whole since it involves a thoughtful and methodical approach.

The intuitive model is all about making choices based on feelings and gut instincts. It’s ideal in situations where there are time constraints since you can act quickly. 

However, this approach is best reserved for experienced business decision-making personnel who’ve handled similar problems before. Since you aren’t working with data, you need to have prior experience with pattern recognition to leverage this effectively. 

This model blends the approaches of rational and intuitive methods, but the defining factor is that you only assess one possible solution, rather than all of the available alternatives. Here’s how this model works:

• Identify the problem
• Work through a solution, mentally visualizing the impacts and outcomes 
• Put the plan into action, if the anticipated result is acceptable

Again, this decision-making model is best suited for experts and business leaders. It’s ideal to use for situations where time pressures exist.

This decision-making approach combines parts of the rational model and the intuitive model. It starts by gathering information on the problem and coming up with potential solutions. Instead of breaking down the pros and cons of each, you let your intuition and subconscious take over, leading you to a course of action that’s then tested. 

This iterative problem-solving solution is ideal for brainstorming and experienced decision-makers like entrepreneurs.

The Vroom-Yetton model uses seven yes-or-no questions and five effective decision-making styles to guide you to the best decision. It’s one of the more complex models as you need to use a decision tree to get to the best option based on how you answer the questions and which style you choose. 

This model is best for teams and collaborative decision-making. The framework has built-in steps to segment work and assign responsibility for decision-making. 

7 Steps in the Decision-Making Process

Ready to discover a better way to make informed decisions? Work your way through this seven-step decision-making model when faced with a tough dilemma. From gathering information to weighing all the options, you’ll make better-informed decisions that can move the needle when it comes to your goals. ✨

The first thing you need to do is figure out what decision you’re trying to make. Maybe you have a roadblock when it comes to project execution or perhaps you have a shortage of resources.

Whatever it is, you need to clearly define the problem and scope of work before you even start thinking about solutions. To figure out what decision you need to make ask yourself the following questions: 

• What is the specific problem? Be wary of being too broad or lumping multiple issues together. Identify exactly what the issue is and which team members are directly affected
• Is there a goal tied to this decision? Prioritize any problems that are directly connected to project goals. Make the problem measurable so you can see how it affects the goal after you’ve made a decision
• How will you know if the decision made an impact? When making decisions, you expect results. Figure out how you will evaluate if the decision you made is the right one

Making informed decisions is almost always better than just making a random choice. This step of the decision-making process is critical to your success. 

Start by gathering relevant information internally. Look for past situations where your team or company handled a similar problem and came up with a solution. Review project documentation to gather insights into what led to the problem at hand. 

Work within your department and in related departments to collect historical data on similar issues and the decisions connected to them. Walk through their prior experience and note any insights or relevant information.

Then, go outside your organization to find available information. Market research is an excellent way to see if competitors are having similar issues. Review studies and consider working with a consultant if you want more information or expertise.

Once you have all the necessary information, it’s time to start reviewing the available options. In most cases, there will be more than one potential solution to the problem. Making the right decision will depend on your company’s needs and the market environment at any given time.

For example, let’s say you work as a marketing project manager and your goal this quarter is to increase conversions by 300%. Your possible options may be to invest in paid advertising, create new blog content, or run social media campaigns.

There are also scenarios where you may choose a couple of different decision-making models or solutions rather than just one course of action. Be careful of biases—particularly if you’ve worked on a similar problem in the past.

Just because a solution worked once before doesn’t mean it’s always the best choice in similar situations. ✍️

Now that you know your options, it’s time to start weighing the evidence to see what the best course of action is. Examine how your company or competitors have responded to similar situations in the past. 

Make a list of pros and cons for each of the options. Consider if any of them offer additional rewards alongside solving the problem at hand. To do this, use strategic planning templates and methods like SWOT analysis and decision matrices . 

Now is the time to make a final decision and choose a course of action. Based on the information you gathered and your review of all the options, decide how you want to proceed. 

Maybe you’ll combine aspects of a few different solutions. Perhaps you’ll choose one specific approach to solve the problem. Consider all the evidence, review the alternatives, and choose the best solution.

You’ve taken the time and effort to review your options and made a choice. Next, you need to create a plan and put it into action. 

Create a project plan laying out affected stakeholders and which team members will play a role. Address resource allocation and plan the budget to include your new solutions. Prioritize projects and tasks and highlight any dependencies that may affect the outcome of your course of action.

Create a clear framework of expectations for all team members, and identify decision-makers within the action phase. As Chris Small, the VP of Soundstripe, said , “Communication is easy when there is only one channel between decision and action.” 

Break tasks down into easy to manage phases and be sure to let everyone know who is responsible for which decisions and actions. ✅

Back in step one, you established metrics and evaluation criteria for the problem solutions. Gauge whether you made the right decision by conducting a review of the decision-making process.

Here are some questions to ask yourself at the end of the decision-making process:  

• Did you make a good decision?
• Did the decision have any negative impacts?
• How did the decision impact stakeholders?
• Was there a better solution?
• Was the problem solved?
• Where could you have done a better job in the decision-making process?

Taking action is important, but taking time to review your decisions is just as critical. Schedule a decision-making review into your project timeline  to gather intel on what worked and what didn’t. Collaborate with team members to discuss their views on the process and results.

Decision-Making Templates for Your Team

Ready to implement good decision-making processes? These decision-making templates from ClickUp make life easier whether you’re an owner in charge of business decision-making or a project manager leading a rockstar team. 💪

The Decision-Making Framework Document from ClickUp is an easy way to create a study for solving a problem and choosing the best solution. 

Fill out the template steps including identifying the problem, potential solutions, and impacts to the business. The framework lets you put all your ideas in one place, allowing for better analysis.

Use ClickUp’s Decision Tree to map out possible options and solutions on a visual whiteboard. This template is ideal for teams that are looking to promote internal discussions on the best approaches. 

Color-coded steps make it easy to identify roadblocks and challenges throughout the process. Best of all, the template is designed to be collaborative, so you can get input from various team members across departments.

With Clickup’s Project Management Decision Log , capture and track all decision-making processes in an easy-to-manage dashboard. Five different status options and three custom fields make it easy to see what stage of the process each decision is in. 

The four view types let you sort by the calendar to see what’s happening now or view the decision board for a broader overview.

Document decision criteria, monitor progress, and assess outcomes with ClickUp’s Decision Log . Designed as a comprehensive tool, it’s ideal for managing your rational decision-making process from start to finish. Use it to create a plan for problem solving within departments, at the company level, and on specific projects.

Master the Decision-Making Process With ClickUp

You make decisions every single day—and in business, it’s a critical component to meet goals. Spending time choosing the right approach based on your specific business needs is essential whether you’re a project manager or an entrepreneur. 

Whether you’re making important decisions that affect the company’s bottom line or looking for innovative ways to serve your customers, it’s vital to put thought into the decisions you make. Acting hastily can lead to mistakes, but proper processes like the seven-step framework and methods above can help make you a better decision-maker.

Set yourself and your team up for success, and get started by using ClickUp to empower your decision-making processes. From templates that make it easier to log decisions to decision trees to map out your thought process, you’ll find countless ways to make decisions more effectively. 🙌

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Planning And Decision Making: Characteristics, Importance, Elements, Limitations

In everyday life, all of us make and execute certain plans to achieve our goals. For example, before going on a trip, we make a plan i.e. where and when to go, how to reach the destination, the duration of the trip, where to stay and luggage to carry, etc. All these tasks require creating an effective plan which consists of certain activities for the successful execution of a trip. Process of making such plans to achieve some goal or objective is called “Planning . “ In other terms, in order to execute activities in future, prior forethought is necessary and this forethought comes under the concept of “planning.”

From an organizational point of view, planning is defined as “process by which an organization identifies its short-term and long-term goals, design, and implement strategies to achieve them.” One of the important aspects of planning is to allocate resources and manpower in an organization.

The planning function was put forth by Henri Fayol, known for his Management Theories i.e. 14 principles of management and 5 basic functions of management.

Planning is one of the six management functions/processes of Henri and the management process starts with planning function in any organization.

For example, manpower planning or human resource planning is a crucial planning process which ensures the right kind of people at the right place, and at the right time to fulfil the right type of jobs in the organizations. This process includes different activities in the planning process to meet organizational goals.

The Purpose Of Planning

1. achievement of goals, 2. cost-effective decision-making, 3. forecasting, 4. productive utilisation of available resources, 5. facilitate other management functions, 6. risk-management, characteristics/nature of planning, 1. basic and important management function.

Planning is not only the base for the rest of the management functions i.e. staffing, directing, organizing, and controlling, but it is also one of the most crucial processes for any organization to meet goals. All the above management functions involve effective planning as without proper planning no function can be performed well. Therefore, the results might be ambiguous.

2. Goal-Oriented

Planning is focused on defining organizational goals or objectives, identifying different action plans, deciding and implementing the best action plan to achieve goals.

3. Omnipresent

Planning is involved at all the levels i.e. top, middle, and bottom. The effective functioning of different departments of organizations like sales, purchase, IT, HR, finance among others depends on planning their systems, optimum use of resources, etc. The scope may vary in different functions.

4. Continuous Process

Planning is a continuous process in an organization which involves making plans for a particular time period i.e. monthly or quarterly, half-yearly, yearly, etc. New plans are initiated after the previous plans lapse to fulfil organizational goals.

5. Demands Strong Analytical Skills

Planning requires robust analytical abilities i.e. analyzing information, problem-solving, decision-making, critical thinking, etc. at each level and function.

6. Forecast

Planning process demands forecasting future needs, i.e. analyzing and detecting future requirements, challenges in accomplishing organizational goals, etc.

Importance Of Planning

1. increase in efficiency.

Planning helps in increasing efficiency by aiming at cost-reduction and generating maximum output. It controls the wastage of available resources and their duplicity.

2. Minimize Risks

Risk-management is an important aspect of any organization, especially in forecasting. Planning predicts various risks related to business and further helps in generating action plans to control and reduce these risks. So, with effective planning, organizations prepare themselves for any future uncertainty.

3. Smooth Coordination

Planning ensures effective coordination at different levels, between various departments or functions. Plans are formulated at each level i.e. top, middle, and bottom as well as in different departments. Effective execution of these plans requires proper coordination which is possible through effective planning. Similarly, different plans like short-, mid-, and long-term plans require coordination to achieve organizational goals where planning plays an important role.

4. Optimum Utilization Of Available Resources

An organization needs different resources like funds, manpower, physical assets to disburse activities of different departments. These resources are limited. So, it’s necessary to utilize and organize them efficiently to produce maximum output. Planning helps in organizing these resources carefully.

5. Smooth Supervision And Direction

Planning paves a path for supervising subordinates, providing right instructions, and rendering top-notch guidance. It aims to provide help, direction for performing various tasks, and methods for carrying out different activities.

6. Facilitates Control

Performance of staff can be controlled or improved by devising plans for improvement in performance according to the variance in performance plans and actual performance at work. Without planning, this process of control could not be smooth.

7. Staff Motivation

Attractive monetary and non-monetary benefits can be designed through proper planning which is helpful in boosting the morale of the staff. This leads to high motivation among staff and reduces turnovers of quality staff.

8. Trouble-Free Decision-Making

Making effective and right decisions in an organization is essential to achieve goals. A supervisor has to make different plans and strategies for the smooth functioning of the department and to decide the most appropriate plan. So, planning helps in smooth decision-making in an organization.

9. Goal-Oriented

Proper planning ensures that the best strategies and decisions are made to fulfil organizational goals. Different plans made at different levels are aimed at achieving individual, departmental, and organizational goals.

10. Encouraging Creativity And Innovative Ideas

Planning demands thinking and implementing the best ideas or strategies for organizational success. Both supervisors and subordinates are encouraged to exploit their creative skills and present their innovative plans.

Elements/Components Of Planning

The planning process revolves around different aspects as shown in the diagram below:

Mission or purpose is the base of planning in any organization. The mission of an organization specifies its reason for existence, customers, products or services, service locations, etc. and mostly in written form. It acts as a direction towards achieving organizational goals. Mission also includes an organization’s values and belief system. It also clears the organization’s viewpoint on staff. Organizational goals are defined based on the mission statement of an organization.

The ultimate aim of the functioning of each department in an organization is to achieve organizational goals and objectives. Planning also requires setting of goals to make a plan further. Goals can be individual or team based. For example:

• Individual goal of Hiring Manager in the HR department: To recruit top talent in the organization in given time-frame.
• Team goal of Human Resource Department: To ensure the development of employees by fulfilling an individual’s personal, professional needs and by meeting organizational goals.

Goals are specific, measurable, achievable, realistic, and time-bound. Short-term goals can be for less than a year and long-term goals are defined for a time-period of more than a year.

3. Policies

Planning is also based on defined policies of an organization. Policies are a set of guidelines to accomplish any task effectively and also includes procedure and actions. These are defined as a set of plans to handle different situations. Different policies like an insurance policy, travel policy, HR policies are designed to facilitate smooth functioning in any organization. Similarly, if an organization policy says that the minimum annual salary increment of staff will be 10% of the salary then increment can’t be less than 10%. So, policies act as a decision-making element as well.

Planning is connected to a process, and it is an important element of planning. A process defines guidelines to execute different activities, i.e. action plan. In any planning activity, the process is practical. A process like planning is aimed at achieving something. These are step-by-step inter-related activities to be performed and require different resources like money, manpower, machinery, etc. to produce the desired output. For example, in a manufacturing company, different processes are present like production process, quality control and quality assurance process, maintenance process etc.

Plans that are made for estimating income and expenses for a specific period are defined as “budget.” Budget is a set of financial plans which are made for a specific period and reviewed at regular intervals. Whether it is an organization or a family or an individual; all make budget plans to utilize their financial resources efficiently. For example, in an organization business budget is present that includes fixed and variable costs, expected sales, profits, etc.

A well-designed budget also helps in planning during a financial crisis.

6. Projects

Project in an organization refers to the set of inter-related activities which are planned to fulfil certain goals in a specific time period at a given cost using limited resources. Project planning includes defining goals, project schedule, resources, budget, project quality, manpower, and risk management. So, this element of planning consists of other planning elements as well. For example, software companies work on different projects for their clients.

7. Strategies

Strategies are a set of plans and actions that are defined to meet certain results. Proper planning and implementation of strategies are essential for organizational success and to meet certain goals.

Types Of Planning

Planning is mainly of four types i.e. Operational, Strategic, Tactical, and Contingency.

a) Operational Planning

Operational plan or work plan refers to the planning process aimed at achieving departmental and organizational goals. It is related to the day-to-day functioning of organizations. These plans clear planned activities of departments for the near future in detail. The operational plan provides answers of: -What goals have to be achieved and what strategies to use?

-Who will be responsible for different activities?

-What is the time limit to complete activities?-

-How much budget in terms of financial resources is required and available to complete activities?

For example, the goal of the marketing team of an engineering college is to increase the number of students by increasing marketing promotional activities. Marketing operational plan is explained in the diagram below:

Operational planning is of two types i.e. single use plans or ongoing plans. Single-use plans are developed for one-time activities or tasks like sales or marketing event or seminar. Ongoing plans have a defined set of policies, rules, and procedures to achieve goals and are continued for the future as well, like a performance management system for employees.

b) Strategic Planning

Strategic planning is defined as the strategies made by management to achieve its objectives. It also includes defining directions and allocating resources for execution. Strategic planning is meant for long-term business decisions. A strategic plan starts with the vision and the mission statement of an organization.

The process of strategic planning includes vision clarity, collecting and analyzing information, strategy formulation, and implementation of strategy, evaluating, and controlling. For example, the strategic plan of an organization which aims to reduce the current turnover rate is explained in the below diagram:

Models of Strategic Planning

There are five models of strategic planning which represents its designs or blueprints. Selection of the right model depends on an organization’s goals, mission, and vision. These models are:

1. The basic model of strategic planning

These are used by new organizations having less experience in using strategic business planning. It is mainly useful for small-scale organizations and business. This planning includes defining mission, goals, identifying strategies, creating action plans, evaluation etc.

2. Goal-oriented model

This one is an extended version of the basic strategic planning model and is used by established organizations which aim at introducing an improved strategic process. The process of this model includes a SWOT analysis (strength, weakness, opportunity and threat), identifying goals and mission, making strategies, action plans, operational plans, budget allocation, and evaluation on yearly basis.

3. Scenario-based model

This model is more of a technical model. It is used by organizations to face different challenges or scenarios which arise due to external factors or environmental change. Change can be demographic or in the form of rules and regulations. The process includes identifying problem areas in business and different scenarios- both best and worst, designing suggestions for an action plan of business in different scenarios, selecting common strategies to handle changes, and identifying common issues through which business is being affected or will be affected in the near future.

4. Alignment model

This model is useful in making a balance between an organization’s mission and available resources as well as aligning resources to the mission. It helps in identifying any gaps in planning i.e. gap between actual results and expected results. Organizations facing huge efficiencies prefer this strategic planning model to rectify issues.

The process includes identifying an organization’s mission, resources, process, etc, inspecting which areas are working in the right direction and which areas need improvement. It also requires finding ways of improvement and incorporating these improvements in the form of strategies in the plan.

5. Organic model

This strategic model is the self-organizing model which is based more on the value system and less on the process. The process includes clearing values and vision to stakeholders in a meeting; an action plan is established by each person as per values and vision, everyone clears results of actions and update values, vision accordingly.

c) Tactical Planning

This type of planning is for short duration i.e. plans and actions by functions for short-term and aims at contributing to the strategic plan of an organization. Tactical planning is based on today’s need and is a bit more detailed. This planning needs to be flexible to meet unexpected issues which are not predefined. It answers what to do to achieve the strategic objective rather than how-to-do as in case of operational plans. Below is an example of tactic planning by HR Hiring Manager to achieve the goal of hiring twenty sales representatives in the first quarter:

d) Contingency Planning

These type of plans are need-based and are formulated when the need for change arises or during the occurrence of any unexpected circumstance. It is also called alternate plans as it comes under picture once other plans fail to produce desired results. The process includes formulating policy, identifying critical factors of a business, risk analysis, preventive control measures, developing recovery strategies, and testing, training, monitoring plan.

An example of contingency planning can be seen in the diagram below which is a crisis situation of organization i.e. what-if HR Head, who is taking care of all HR gamut of organization, left suddenly. To handle such unexpected situations, contingency plans are made. Like in the below diagram, an organization has formulated a plan i.e. performance development program to train the rest of the HR staff to work at the capacity of HR Head in such crisis situations.

Planning Process

The planning process is defined as the steps to define goals and making the best action plans to achieve it.

Steps In Planning Process

1. Defining goal or objective

Goal setting is the first and important step in the planning process. Goals are defined at the organizational, department, and individual level and are meant to be achieved in future in a specific time period. A goal can be short-term, mid-term or long-term. Plans are devised which are aimed at achieving these predefined goals. Goals specify what to achieve by defined rules, policies, process, resources, strategies, etc.

2. Collecting information

Gathering information like facts and figures required to achieve goals is a necessary part of planning. Target audience, circumstances, market information, competitor’s strategy, etc. are required to make a right and effective plan.

3. Analyzing information

The next step in the planning process is interpreting information as per goals. Analyzing information includes organizing collected information as per importance, identifying accuracy and relevancy of information from different sources, its unique features, sources and reliability for the organization.

4. Making a plan

Once relevant information is collected and analyzed, the next step is to formulate a plan to achieve defined goals; the plan includes identifying different activities, required resources, timelines, etc. to implement a plan.

5. Implement the plan

Implementing a plan refers to allocate defined activities, resources, time guidelines to individuals. In this step, strategies and plans are converted into actions to achieve goals. Implementation of plans also requires allocation of responsibility in the team which is responsible for accomplishing the plan.

6. Monitor the plan

Once a plan is implemented, it’s necessary to evaluate and monitor its effectiveness and impact according to desired goals.

The planning process can be understood further in below example of an organization plan to formulate competitive compensation and benefits structure or plan for employees.

Planning Limitations

Although planning has lots of advantages for any organization aiming to achieve its goals; it also has certain constraints or limitations. Few of them are:

1. Costly process

Planning requires much investment as lots of aspects, i.e. funds, resources, manpower etc, are included in the process of planning. Due to limited capital or funds in small and medium organizations, it is quite challenging to have comprehensive plans. It is hard to allocate funds for information gathering, predicting future needs, developing strategies, and hiring specialists. If a plan is more detailed, then the cost is high too.

2. Time-consuming task

The planning process is a bit time-consuming and, sometimes, there is a delay in decision-making especially in immediate decisions. Due to this, the planning process can’t be detailed in some organizations.

3. Fewer employee initiatives

Planning demands work under predefined policies and rigid processes. This, in turn, marks an impact on initiatives and innovative ideas from the employees. Complexity arises in managerial work as well.

4. Change resistance

The planning process is backed by a change in methods, policies, rules, etc. Employees resist this change due to insecurity, the uncertainty of new plans’ success, and getting used to the current plan. This fails the new plan.

5. Budget constraints

The planning process requires an appropriate or fixed financial budget for future actions. An investment in purchasing fixed assets by organizations puts a constraint on the budget required for implementing the planning process.

6. Scope of inaccuracy

Planning cannot be 100% accurate and reliable as it is based on forecasting and the future is uncertain, data and information used in making plans may not be accurate, vague decisions made by incompetent planner etc. There is no surety of risks in future.

Apart from these, there are few other external factors like change in government policies i.e. tax policy, import-export policy etc. The trade-unions may also hinder a smooth planning process.

Decision-Making

Decision-making is defined as the process by which different possible solutions or alternatives are identified and the most feasible solution or course of action is finalized. It is an integral part of planning. Decision-making results in selecting the right action among different available options.

It is also one of the important management functions and effective decision-making leads to fulfilling expected goals by sorting out different problems related to such decisions. Decision-making is also a time-bound process and eliminates confusions to reach a conclusion. It has a minimum of two or more alternatives or solutions to a problem so that the best can be decided. If only one alternative is available, then there is no requirement of decision-making.

Relation Between Planning And Decision-Making

Both planning and decision-making are connected to each other. These are the most important aspects of management functions. Planning requires a series of decisions to be incorporated in advance. The foundation of planning is decision-making. The role of a planner demands good decision-making abilities also as the planner has to take a lot of decisions simultaneously. So, decision-making is an important task in planning. Simultaneous and a number of decisions make a plan. In the absence of decision-making, it’s not possible to answer what, how, when, and who is planning. To execute planned activities, decision-making is compulsory.

So, planning has an important role to play in decision-making.

Characteristics of Decision-Making

Different characteristics of decision-making are mentioned below:

1. Process-oriented

Decision-making consists of a process to choose the best solution to a problem among available alternatives. The process includes identifying and analyzing problems, collecting different facts and figures, finding different solutions, and, finally, narrowing down and implementing the best one to meet organizational goals.

2. Demands creativity and Intellectual mind

Decision-making process requires creativity and logical thinking. It demands a lot of mental exercise and other components, i.e. education, experience level, intelligence, etc.

3. Demonstrates commitment

Decision-making process ensures better results based on the decisions made. So, it indicates the commitment of desired results. It requires joint efforts of the team.

4. Ensures the best solution

Decision-making also provides the best solution to any problem as the best solution is decided after evaluating different available alternatives.

5. Impacts of decision-making

Decision-making can be either positive or negative. A positive or right decision can bring positive results and negative or wrong decisions can bring negative results.

6. Decision-making is a final process

After disbursing different activities and tasks, decision-making takes place to get the results of the work done. It is the end result of discussions, comparisons, etc.

7. An ongoing and changing process

Organizations take decisions on a regular basis; so, decision-making is a continuous process. Every decision consists of separate situations that make decision-making a changing process.

Decision-Making Process

There are different steps in effective decision-making process;

a. Situation analysis and information gathering

The first step of the decision-making process is analyzing any situation, defining a problem, collecting relevant information, and identifying goals. This step includes collecting data and information to identify a real issue or problem. Problem identification is necessary for furthering the decision-making process. Once the problem is identified, an effective solution is determined. Problems are solved as per priority. After the solution is improvised, an action plan is designed to achieve the solution.

b. Plan and make alternatives

After collecting information, the next step is to develop different action plans or an alternative course of action. It requires imagination skills of a decision maker. Sometimes, additional information is also required to define better alternatives.

c. Evaluating and selecting the best alternative

This step in the decision-making process not only includes the analysis of different alternatives available or solutions but also an examination of each one of them based on results they are going to produce. The actual results of these solutions are not known as it’s based on performance in the future. So, it comes with uncertainty. It also includes choosing the best solution to achieve objectives. Different alternatives or solutions are judged based on different criteria, i.e. risk involvement, the least effort, the least timing based on the urgency of the situation, limited resources etc.

d. Implementing and evaluating decisions

After deciding the best solution to address a problem, the next step is to make and implement plans. This requires getting and allocating resources, budgets, time frame, etc. Once made, decisions are evaluated to know the progress by preparing progress reports.

Evaluating and monitoring decisions will clear different aspects, i.e. if everything is going as per the plan, different internal and external factors influencing decisions, the performance of subordinates as expected etc.

Example of the decision-making process is shown in the below visual presentation to solve the problem of high employee turnover in an organization;

Factors Affecting Decision-Making

1. timelines.

The quality of decisions depends on how much time has been devoted to making decisions. Most of the time decision-makers have to take decisions in a limited time frame as instructed by the management. Due to the time limit, decision-makers are not able to collect all the necessary information that influences decisions and are, also, not able to look for more alternatives.

2. Value and beliefs of decision-makers

In addition, the quality of decisions also depends upon the value and belief system of the decision-makers. Anyone’s reaction to a particular situation is more likely to depend on the individual’s values, likes and dislikes, thoughts, and beliefs. It is also a behavioural aspect of the decision-makers and reflects in their decisions related to goals, strategy-making activities. So, value-based decisions help in prioritizing tasks and making goals, identifying different solutions to problems, and finalizing the best solution or alternative.

3. Policies of organization

Decisions are affected by the policies of an organization. Decisions taken have to be in the boundary or within the limits of these policies. Decisions which violate policies are not considered for implementation. Though there is a scope to make changes in policies as per decision, most of the time decisions should be at par with the policy guidelines. However, a change in policy is a time-consuming task and requires lots of things to be considered before any change. Comparatively, a change in proposed decisions is much easier.

4. Other factors like budget, manpower, values of management also influence decision-making .

Types of decisions.

Decisions can be of different types depending upon their nature and influence:

1. Programmed and non-programmed decisions

Programmed decisions are meant for daily routine issues and for those problems that repeat frequently. A Set of tasks are defined to handle such problems or issues and are mostly initiated by the entry-level decision-makers.

For example, HR department issues like handling grievances related to leaves or attendance of employees require programmed decisions. Non-programmed decisions are made for tough situations where defining different alternatives is a challenging task. These types of decisions strategically affect organizations.

For example, decisions related to expanding the operation of an organization to other countries, launching a new product, introducing performance management system for the first time to the employees are non-programmed decisions where decision-making is a challenging task and these decisions are mostly taken by management or at the top-level.

2. Routine and strategy-oriented decisions

Routine decisions are a regular activity in an organization once identified. These are quick decisions and don’t require deep thinking or analysis. These decisions are generally taken by the bottom-management staff. Different alternatives are not required in these as everyone is aware of what action to take on a daily basis.

Examples of such decisions include what reports to generate from the biometric system of attendance by the HR staff.

Decisions, in which involvement of organizational goals, resources, and policies is required, are termed as strategic decisions. Strategy-based decisions are future-related and executed by the top management. These are for the long term and are centrally focused. A large amount of investment is required to execute strategic decisions. Different alternatives or course of actions are considered and evaluated to finalize such decisions.

For example, developing a performance management system (PMS) strategy for employees demands strategic decisions. Steps involved in strategic decision-making for formulating PMS strategy starts with identifying goal which might be retaining and motivating the quality staff. Further steps involved are: developing a process for monitoring performance and formulating a comprehensive PMS plan.

3. Policy-related and operational decisions

Decisions related to policy issues are policy-related or tactical decisions. These decisions come under the preview of the top management and leave a long-term impact. For example, changing leave structure or office timings are policy-related decisions.

Operating decisions are for operational functioning and on a daily basis. Middle- and bottom-level management is responsible for such decisions. Different departments or functions of an organization like sales, IT, production, purchase, accounts, or HR take operations decisions.

For example, Diwali bonus payment to employees is a policy matter and calculation of such bonus to handover to employees is considered an operational decision.

4. Organization-based and personal decisions

Decisions, taken by an individual as office staff, are organizational decisions. For example, conducting a campus interview decision by hiring executives is an organizational decision. Wherein, personal decisions are related to an individual’s decision to meet personal commitments. These are also known as life decisions. Buying a house is a personal decision.

5. Major and minor decisions

Major decisions are those which require much time, effort, and thinking to finalize and have a long-term impact. For example, a decision regarding higher studies whether to continue in own country or to go abroad is a major decision. Minor decisions are routine decisions and don’t require much time and deep thinking. Like purchasing stationery for different departments is a minor decision.

6. Individual and group decisions

Individual decisions are taken by one person i.e. routine decisions; as the decision of making an excel sheet for attendance management to keep the attendance record is an individual decision.

Decisions which are taken by a group of people aiming to achieve a common goal are group decisions. For example, employee engagement activities demand HR staff to work as a group and take decisions for better employee engagement programs.

Importance of Decision-Making

1. optimum utilization of resources.

With the help of decision-making, all resources of organizations i.e. money, men, material, machine, market and method are used carefully and as per requirement.

2. Problem-solving approach

By decision-making, organizations can determine and face different problems in working. It not only helps in identifying problems but also solving them by making correct and fast decisions.

3. Contributes to organizational growth

As decision-making ensures optimum utilization of resources, making the right decisions to solve problems or issues helps in achieving organizational goals and overall growth.

4. Encourage initiatives and innovations

Decision-making task is performed at all levels of organization i.e. top, middle and bottom. This motivates the staff members to contribute to decisions through brainstorming or alternatives to solve the problem. Thus, it encourages innovative thoughts and ideas which, in turn, help the organization to be at a competitive place in the market.

5. Employee motivation

Good decisions help in increasing the productivity of organizations that result in more profits. Surplus profits help in increasing compensation benefits to employees which ultimately boosts their morale and keeps them motivated.

To conclude, planning is a systematic process that supports organizations to carry out all its present and future activities to achieve desired objectives. Planning, being a continuous function, works well in adverse situations too. Plans can be modified and restructured as per requirement and available information.

Decision making is also an important activity that supports the organization by reducing risks in projects with quick and better decisions.

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Excellent notes on planning and decision making i have ever seen, thank you keep posting on Management based topice with real example of companies how it is working.

thank you for good notes on planning and decision making

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11.3 Understanding Decision Making

Learning objectives.

• Define decision making.
• Understand different types of decisions.

What Is Decision Making?

Decision making refers to making choices among alternative courses of action—which may also include inaction. While it can be argued that management is decision making, half of the decisions made by managers within organizations fail (Ireland & Miller, 2004; Nutt, 2002; Nutt, 1999). Therefore, increasing effectiveness in decision making is an important part of maximizing your effectiveness at work. This chapter will help you understand how to make decisions alone or in a group while avoiding common decision-making traps.

Individuals throughout organizations use the information they gather to make a wide range of decisions. These decisions may affect the lives of others and change the course of an organization. For example, the decisions made by executives and consulting firms for Enron ultimately resulted in a $60 billion loss for investors, thousands of employees without jobs, and the loss of all employee retirement funds. But Sherron Watkins, a former Enron employee and now-famous whistleblower, uncovered the accounting problems and tried to enact change. Similarly, the decisions made by firms to trade in mortgage-backed securities is having negative consequences for the entire U.S. economy. Each of these people made a decision, and each person, as well as others, is now living with the consequences of his or her decisions.

Because many decisions involve an ethical component, one of the most important considerations in management is whether the decisions you are making as an employee or manager are ethical. Here are some basic questions you can ask yourself to assess the ethics of a decision (Blanchard & Peale, 1988).

• Is this decision fair?
• Will I feel better or worse about myself after I make this decision?
• Does this decision break any organizational rules?
• Does this decision break any laws?
• How would I feel if this decision was broadcast on the news?

Types of Decisions

Despite the far-reaching nature of the decisions in the previous example, not all decisions have major consequences or even require a lot of thought. For example, before you come to class, you make simple and habitual decisions such as what to wear, what to eat, and which route to take as you go to and from home and school. You probably do not spend much time on these mundane decisions. These types of straightforward decisions are termed programmed decisions; these are decisions that occur frequently enough that we develop an automated response to them. The automated response we use to make these decisions is called the decision rule . For example, many restaurants face customer complaints as a routine part of doing business. Because this is a recurring problem for restaurants, it may be regarded as a programmed decision. To deal with this problem, the restaurant might have a policy stating that every time they receive a valid customer complaint, the customer should receive a free dessert, which represents a decision rule. Making strategic, tactical, and operational decisions is an integral part of the planning function in the P-O-L-C (planning-organizing-leading-controlling) model.

However, decisions that are unique and important require conscious thinking, information gathering, and careful consideration of alternatives. These are called nonprogrammed decisions . For example, in 2005, McDonald’s became aware of a need to respond to growing customer concerns regarding foods high in fat and calories. This is a nonprogrammed decision because for several decades, customers of fast-food restaurants were more concerned with the taste and price of the food, rather than the healthiness. In response, McDonald’s decided to offer healthier alternatives, such as substituting apple slices in Happy Meals for French fries and discontinuing the use of trans fats. A crisis situation also constitutes a nonprogrammed decision for companies. For example, the leadership of Nutrorim was facing a tough decision. They had recently introduced a new product, ChargeUp with Lipitrene, an improved version of their popular sports drink powder, ChargeUp. But a phone call came from a state health department to inform them that several cases of gastrointestinal distress had been reported after people consumed the new product. Nutrorim decided to recall ChargeUp with Lipitrene immediately. Two weeks later, it became clear that the gastrointestinal problems were unrelated to ChargeUp with Lipitrene. However, the damage to the brand and to the balance sheets was already done. This unfortunate decision caused Nutrorim to rethink the way decisions were made under pressure so that they now gather information to make informed choices even when time is of the essence (Garvin, 2006).

Figure 11.5

To ensure consistency around the globe such as at this St. Petersburg, Russia, location, McDonald’s trains all restaurant managers (over 65,000 so far) at Hamburger University where they take the equivalent of two years of college courses and learn how to make decisions. The curriculum is taught in 28 languages.

Wikimedia Commons – McDonalds in St Petersburg 2004 – CC BY-SA 1.0.

Decision making can also be classified into three categories based on the level at which they occur. Strategic decisions set the course of organization. Tactical decisions are decisions about how things will get done. Finally, operational decisions are decisions that employees make each day to run the organization. For example, remember the restaurant that routinely offers a free dessert when a customer complaint is received. The owner of the restaurant made a strategic decision to have great customer service. The manager of the restaurant implemented the free dessert policy as a way to handle customer complaints, which is a tactical decision. And, the servers at the restaurant are making individual decisions each day evaluating whether each customer complaint received is legitimate to warrant a free dessert.

Figure 11.6 Decisions Commonly Made within Organizations

In this chapter, we are going to discuss different decision-making models designed to understand and evaluate the effectiveness of nonprogrammed decisions. We will cover four decision-making approaches starting with the rational decision-making model, moving to the bounded rationality decision-making model, the intuitive decision-making model, and ending with the creative decision-making model.

Making Rational Decisions

The rational decision-making model describes a series of steps that decision makers should consider if their goal is to maximize the quality of their outcomes. In other words, if you want to make sure you make the best choice, going through the formal steps of the rational decision-making model may make sense.

Let’s imagine that your old, clunky car has broken down and you have enough money saved for a substantial down payment on a new car. It is the first major purchase of your life, and you want to make the right choice. The first step, therefore, has already been completed—we know that you want to buy a new car. Next, in step 2, you’ll need to decide which factors are important to you. How many passengers do you want to accommodate? How important is fuel economy to you? Is safety a major concern? You only have a certain amount of money saved, and you don’t want to take on too much debt, so price range is an important factor as well. If you know you want to have room for at least five adults, get at least 20 miles per gallon, drive a car with a strong safety rating, not spend more than $22,000 on the purchase, and like how it looks, you’ve identified the decision criteria. All of the potential options for purchasing your car will be evaluated against these criteria.

Figure 11.7

Using the rational decision-making model to make major purchases can help avoid making poor choices.

Lars Plougmann – Headshift business card discussion – CC BY-SA 2.0.

Before we can move too much further, you need to decide how important each factor is to your decision in step 3. If each is equally important, then there is no need to weight them, but if you know that price and gas mileage are key factors, you might weight them heavily and keep the other criteria with medium importance. Step 4 requires you to generate all alternatives about your options. Then, in step 5, you need to use this information to evaluate each alternative against the criteria you have established. You choose the best alternative (step 6) and you go out and buy your new car (step 7).

Of course, the outcome of this decision will be related to the next decision made; that is where the evaluation in step 8 comes in. For example, if you purchase a car but have nothing but problems with it, you are unlikely to consider the same make and model in purchasing another car the next time!

Figure 11.8 Steps in the Rational Decision-Making Model

While decision makers can get off track during any of these steps, research shows that limiting the search for alternatives in the fourth step can be the most challenging and lead to failure. In fact, one researcher found that no alternative generation occurred in 85% of the decisions studied (Nutt, 1994). Conversely, successful managers are clear about what they want at the outset of the decision-making process, set objectives for others to respond to, carry out an unrestricted search for solutions, get key people to participate, and avoid using their power to push their perspective (Nutt, 1998).

The rational decision-making model has important lessons for decision makers. First, when making a decision you may want to make sure that you establish your decision criteria before you search for all alternatives. This would prevent you from liking one option too much and setting your criteria accordingly. For example, let’s say you started browsing for cars before you decided your decision criteria. You may come across a car that you think really reflects your sense of style and make an emotional bond with the car. Then, because of your love for this car, you may say to yourself that the fuel economy of the car and the innovative braking system are the most important criteria. After purchasing it, you may realize that the car is too small for all of your friends to ride in the back seat when you and your brother are sitting in front, which was something you should have thought about! Setting criteria before you search for alternatives may prevent you from making such mistakes. Another advantage of the rational model is that it urges decision makers to generate all alternatives instead of only a few. By generating a large number of alternatives that cover a wide range of possibilities, you are likely to make a more effective decision in which you do not need to sacrifice one criterion for the sake of another.

Despite all its benefits, you may have noticed that this decision-making model involves a number of unrealistic assumptions. It assumes that people understand what decision is to be made, that they know all their available choices, that they have no perceptual biases, and that they want to make optimal decisions. Nobel Prize–winning economist Herbert Simon observed that while the rational decision-making model may be a helpful tool for working through problems, it doesn’t represent how decisions are frequently made within organizations. In fact, Simon argued that it didn’t even come close!

Think about how you make important decisions in your life. Our guess is that you rarely sit down and complete all eight steps in the rational decision-making model. For example, this model proposed that we should search for all possible alternatives before making a decision, but this can be time consuming and individuals are often under time pressure to make decisions. Moreover, even if we had access to all the information, it could be challenging to compare the pros and cons of each alternative and rank them according to our preferences. Anyone who has recently purchased a new laptop computer or cell phone can attest to the challenge of sorting through the different strengths and limitations of each brand, model, and plans offered for support and arriving at the solution that best meets their needs.

In fact, the availability of too much information can lead to analysis paralysis , where more and more time is spent on gathering information and thinking about it, but no decisions actually get made. A senior executive at Hewlett-Packard admits that his company suffered from this spiral of analyzing things for too long to the point where data gathering led to “not making decisions, instead of us making decisions (Zell, et. al., 2007).” Moreover, you may not always be interested in reaching an optimal decision. For example, if you are looking to purchase a house, you may be willing and able to invest a great deal of time and energy to find your dream house, but if you are looking for an apartment to rent for the academic year, you may be willing to take the first one that meets your criteria of being clean, close to campus, and within your price range.

Making “Good Enough” Decisions

The bounded rationality model of decision making recognizes the limitations of our decision-making processes. According to this model, individuals knowingly limit their options to a manageable set and choose the best alternative without conducting an exhaustive search for alternatives. An important part of the bounded rationality approach is the tendency to satisfice , which refers to accepting the first alternative that meets your minimum criteria. For example, many college graduates do not conduct a national or international search for potential job openings; instead, they focus their search on a limited geographic area and tend to accept the first offer in their chosen area, even if it may not be the ideal job situation. Satisficing is similar to rational decision making, but it differs in that rather than choosing the best choice and maximizing the potential outcome, the decision maker saves time and effort by accepting the first alternative that meets the minimum threshold.

Making Intuitive Decisions

The intuitive decision-making model has emerged as an important decision-making model. It refers to arriving at decisions without conscious reasoning. Eighty-nine percent of managers surveyed admitted to using intuition to make decisions at least sometimes, and 59% said they used intuition often (Burke & Miller, 1999). When we recognize that managers often need to make decisions under challenging circumstances with time pressures, constraints, a great deal of uncertainty, highly visible and high-stakes outcomes, and within changing conditions, it makes sense that they would not have the time to formally work through all the steps of the rational decision-making model. Yet when CEOs, financial analysts, and healthcare workers are asked about the critical decisions they make, seldom do they attribute success to luck. To an outside observer, it may seem like they are making guesses as to the course of action to take, but it turns out that they are systematically making decisions using a different model than was earlier suspected. Research on life-or-death decisions made by fire chiefs, pilots, and nurses finds that these experts do not choose among a list of well-thought-out alternatives. They don’t decide between two or three options and choose the best one. Instead, they consider only one option at a time. The intuitive decision-making model argues that, in a given situation, experts making decisions scan the environment for cues to recognize patterns (Breen, 2000; Klein, 2003; Salas & Klein, 2001). Once a pattern is recognized, they can play a potential course of action through to its outcome based on their prior experience. Due to training, experience, and knowledge, these decision makers have an idea of how well a given solution may work. If they run through the mental model and find that the solution will not work, they alter the solution and retest it before setting it into action. If it still is not deemed a workable solution, it is discarded as an option and a new idea is tested until a workable solution is found. Once a viable course of action is identified, the decision maker puts the solution into motion. The key point is that only one choice is considered at a time. Novices are not able to make effective decisions this way because they do not have enough prior experience to draw upon.

Making Creative Decisions

In addition to the rational decision making, bounded rationality models, and intuitive decision making, creative decision making is a vital part of being an effective decision maker. Creativity is the generation of new, imaginative ideas. With the flattening of organizations and intense competition among organizations, individuals and organizations are driven to be creative in decisions ranging from cutting costs to creating new ways of doing business. Please note that, while creativity is the first step in the innovation process, creativity and innovation are not the same thing. Innovation begins with creative ideas, but it also involves realistic planning and follow-through.

The five steps to creative decision making are similar to the previous decision-making models in some keys ways. All of the models include problem identification , which is the step in which the need for problem solving becomes apparent. If you do not recognize that you have a problem, it is impossible to solve it. Immersion is the step in which the decision maker thinks about the problem consciously and gathers information. A key to success in creative decision making is having or acquiring expertise in the area being studied. Then, incubation occurs. During incubation, the individual sets the problem aside and does not think about it for a while. At this time, the brain is actually working on the problem unconsciously. Then comes illumination or the insight moment, when the solution to the problem becomes apparent to the person, usually when it is least expected. This is the “eureka” moment similar to what happened to the ancient Greek inventor Archimedes, who found a solution to the problem he was working on while he was taking a bath. Finally, the verification and application stage happens when the decision maker consciously verifies the feasibility of the solution and implements the decision.

A NASA scientist describes his decision-making process leading to a creative outcome as follows: He had been trying to figure out a better way to de-ice planes to make the process faster and safer. After recognizing the problem, he had immersed himself in the literature to understand all the options, and he worked on the problem for months trying to figure out a solution. It was not until he was sitting outside of a McDonald’s restaurant with his grandchildren that it dawned on him. The golden arches of the “M” of the McDonald’s logo inspired his solution: he would design the de-icer as a series of M’s! 1 This represented the illumination stage. After he tested and verified his creative solution, he was done with that problem except to reflect on the outcome and process.

Figure 11.9 The Creative Decision-Making Process

How Do You Know If Your Decision-Making Process Is Creative?

Researchers focus on three factors to evaluate the level of creativity in the decision-making process. Fluency refers to the number of ideas a person is able to generate. Flexibility refers to how different the ideas are from one another. If you are able to generate several distinct solutions to a problem, your decision-making process is high on flexibility. Originality refers to an idea’s uniqueness. You might say that Reed Hastings, founder and CEO of Netflix, is a pretty creative person. His decision-making process shows at least two elements of creativity. We do not exactly know how many ideas he had over the course of his career, but his ideas are fairly different from one another. After teaching math in Africa with the Peace Corps, Hastings was accepted at Stanford University, where he earned a master’s degree in computer science. Soon after starting work at a software company, he invented a successful debugging tool, which led to his founding the computer troubleshooting company Pure Software in 1991. After a merger and the subsequent sale of the resulting company in 1997, Hastings founded Netflix, which revolutionized the DVD rental business through online rentals with no late fees. In 2007, Hastings was elected to Microsoft’s board of directors. As you can see, his ideas are high in originality and flexibility (Conlin, 2007).

Figure 11.10 Dimensions of Creativity

Some experts have proposed that creativity occurs as an interaction among three factors: (1) people’s personality traits (openness to experience, risk taking), (2) their attributes (expertise, imagination, motivation), and (3) the context (encouragement from others, time pressure, and physical structures) (Amabile, 1988; Amabile, et. al., 1996; Ford & Gioia, 2000; Tierney, et. al., 1999; Woodman, et. al., 1993). For example, research shows that individuals who are open to experience, are less conscientious, more self-accepting, and more impulsive, tend to be more creative (Feist, 1998).

There are many techniques available that enhance and improve creativity. Linus Pauling, the Nobel prize winner who popularized the idea that vitamin C could help build the immunity system, said, “The best way to have a good idea is to have a lot of ideas.” One popular way to generate ideas is to use brainstorming. Brainstorming is a group process of generated ideas that follows a set of guidelines that include no criticism of ideas during the brainstorming process, the idea that no suggestion is too crazy, and building on other ideas (piggybacking). Research shows that the quantity of ideas actually leads to better idea quality in the end, so setting high idea quotas where the group must reach a set number of ideas before they are done, is recommended to avoid process loss and to maximize the effectiveness of brainstorming. Another unique aspect of brainstorming is that the more people are included in brainstorming, the better the decision outcome will be because the variety of backgrounds and approaches give the group more to draw from. A variation of brainstorming is wildstorming where the group focuses on ideas that are impossible and then imagines what would need to happen to make them possible (Scott, et. al., 2004).

Ideas for Enhancing Organizational Creativity

We have seen that organizational creativity is vital to organizations. Here are some guidelines for enhancing organizational creativity within teams (Amabile, 1998; Gundry, et. al., 1994; Keith, 2008; Pearsall, et. al., 2008; Thompson, 2003).

Team Composition (Organizing/Leading)

• Diversify your team to give them more inputs to build on and more opportunities to create functional conflict while avoiding personal conflict.
• Change group membership to stimulate new ideas and new interaction patterns.
• Leaderless teams can allow teams freedom to create without trying to please anyone up front.

Team Process (Leading)

• Engage in brainstorming to generate ideas—remember to set a high goal for the number of ideas the group should come up with, encourage wild ideas, and take brainwriting breaks.
• Use the nominal group technique in person or electronically to avoid some common group process pitfalls. Consider anonymous feedback as well.
• Use analogies to envision problems and solutions.

Leadership (Leading)

• Challenge teams so that they are engaged but not overwhelmed.
• Let people decide how to achieve goals , rather than telling them what goals to achieve.
• Support and celebrate creativity even when it leads to a mistake. But set up processes to learn from mistakes as well.
• Model creative behavior.

Culture (Organizing)

• Institute organizational memory so that individuals do not spend time on routine tasks.
• Build a physical space conducive to creativity that is playful and humorous—this is a place where ideas can thrive.
• Incorporate creative behavior into the performance appraisal process.

And finally, avoiding groupthink can be an important skill to learn (Janis, 1972).

The four different decision-making models—rational, bounded rationality, intuitive, and creative—vary in terms of how experienced or motivated a decision maker is to make a choice. Choosing the right approach will make you more effective at work and improve your ability to carry out all the P-O-L-C functions.

Figure 11.11

Which decision-making model should I use?

Key Takeaway

Decision making is choosing among alternative courses of action, including inaction. There are different types of decisions, ranging from automatic, programmed decisions to more intensive nonprogrammed decisions. Structured decision-making processes include rational decision making, bounded rationality, intuitive, and creative decision making. Each of these can be useful, depending on the circumstances and the problem that needs to be solved.

• What do you see as the main difference between a successful and an unsuccessful decision? How much does luck versus skill have to do with it? How much time needs to pass to answer the first question?
• Research has shown that over half of the decisions made within organizations fail. Does this surprise you? Why or why not?
• Have you used the rational decision-making model to make a decision? What was the context? How well did the model work?
• Share an example of a decision where you used satisficing. Were you happy with the outcome? Why or why not? When would you be most likely to engage in satisficing?
• Do you think intuition is respected as a decision-making style? Do you think it should be? Why or why not?

1 Interview by author Talya Bauer at Ames Research Center, Mountain View, CA, 1990.

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Principles of Management Copyright © 2015 by University of Minnesota is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

Table of Contents

What is management decision making, factors influencing management decision-making, rational decision making vs. intuitive decision making, tools and techniques for effective decision making, decision-making in crisis situations, ethical considerations in management decision-making, improving decision-making skills, the future of management decision-making, management decision making: overview, process, types, and tools.

Every day presents us with various choices, ranging from seemingly trivial ones that blend into our daily routines to those with profound implications for our lives. Even the smallest decision holds the potential to shape our day-to-day experiences. In professional and social spheres, the impact of these choices can reverberate even further, affecting not only ourselves but also those around us. Thus, mastering the art of decision-making becomes paramount, especially when facing choices that could significantly influence our social or professional environments.

Decision-making stands as a cornerstone of effective management. A leader's hesitation or uncertainty can swiftly corrode the fabric of corporate culture, breeding frustration among employees and sapping the momentum of progress. Conversely, impulsive decisions driven by emotion or lacking in essential facts can yield similarly detrimental outcomes for a company, leading to decreased morale and tangible bottom-line repercussions.

Management decision-making identifies problems, evaluates alternatives, and makes choices to attain organizational goals. It's a crucial aspect of running a business or organization effectively, as management decisions can significantly impact various aspects such as operations, finances, human resources, and overall performance.

Internal Factors

• Organizational Culture: The organization's values, beliefs, and norms can influence decision-making processes.
• Organizational Structure: The hierarchy, division of labor, and communication channels affect how decisions are made and implemented.
• Resources: The availability of financial, human, and technological resources can limit or expand decision-making options.
• Leadership Style: The leadership approach of top management influences decision-making processes and outcomes.

External Factors

• Economic Conditions: Factors such as inflation, unemployment rates, and GDP growth can impact decision-making, especially in areas like budgeting and investment.
• Market Conditions: Customer preferences, competition, and industry trends affect decisions related to marketing, pricing, and product development.
• Legal and Regulatory Environment: Laws and regulations at local, national, and international levels influence decisions regarding compliance, risk management, and business operations.
• Technological Changes: Advances in technology can create opportunities or threats that require managerial decisions related to innovation, automation, and digital transformation.
• Political Environment: Government policies, stability, and geopolitical factors can affect decision-making, particularly in international expansion and trade.

Individual and Group Dynamics

• Decision-Maker Characteristics: Personal traits, experiences, biases, and cognitive limitations can influence how managers perceive and analyze information, leading to different decision outcomes.
• Group Dynamics: Groupthink, power dynamics, and communication effectiveness can influence decision-making within teams or committees.

Risk and Uncertainty

• Risk Tolerance: Management's willingness to take risks affects decision-making, particularly when considering uncertain outcomes.
• Information Availability: The quality, relevance, and timeliness of information impact decision-making effectiveness, especially in complex or ambiguous situations.

Ethical Considerations

Ethical Standards: Moral principles and values guide decision-making and affect choices related to social responsibility, sustainability, and stakeholder interests.

Here's a comparison between rational decision-making and intuitive decision-making:

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Effective decision-making relies on various tools and techniques to gather information, analyze alternatives, and make informed choices. Here are some commonly used tools and techniques for effective decision-making:

• Decision Trees: Decision trees are graphical representations of decisions and their potential consequences, including probability assessments. They help visualize complex decision scenarios and calculate expected values to aid in decision-making.
• SWOT Analysis: SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis is a strategic planning tool used to identify internal strengths and weaknesses, as well as external opportunities and threats. It helps organizations assess their current situation and make decisions based on their analysis.
• Cost-Benefit Analysis: Cost-benefit analysis involves comparing a decision's costs with the benefits it is expected to generate. By quantifying both costs and benefits, decision-makers can evaluate whether the decision is economically viable and make choices that maximize value.
• Pareto Analysis: Pareto analysis, also known as the 80/20 rule, helps prioritize options by identifying the most significant factors contributing to a problem or opportunity. By focusing on the most critical issues, decision-makers can allocate resources more efficiently and address the root causes of problems.
• Decision Matrix: A decision matrix is a structured tool used to evaluate and prioritize multiple alternatives based on predefined criteria. By assigning weights to different criteria and scoring alternatives accordingly, decision-makers can objectively compare options and select the most suitable one.
• Brainstorming: Brainstorming is a group technique to generate creative ideas and solutions to problems. By encouraging open and free-flowing discussion, decision-makers can explore a wide range of possibilities and identify innovative approaches to decision-making.
• Scenario Analysis: Scenario analysis involves considering possible scenarios and their potential implications on decision outcomes. By analyzing best-case, worst-case, and most-likely scenarios, decision-makers can prepare for uncertainty and make more robust decisions.
• Decision Support Systems (DSS): Decision support systems are computer-based tools that provide analytical support for decision-making processes. They help organize and analyze data, generate insights, and facilitate decision-making by providing decision-makers with relevant information and modeling capabilities.
• Risk Management Techniques: Various risk management techniques, such as risk assessment, risk mitigation strategies, and contingency planning, help decision-makers identify, assess, and manage risks associated with different alternatives. By considering potential risks, decision-makers can make more informed choices and minimize negative outcomes.
• Group Decision-Making Techniques: Techniques such as the Delphi method, nominal group technique, and consensus decision-making facilitate group collaboration and decision-making. By involving multiple stakeholders and leveraging collective expertise, decision-makers can gain diverse perspectives and reach consensus more effectively.

Decision-making in crisis situations is crucial as it can have significant consequences for individuals, organizations, and communities. Here are some key principles and strategies for effective decision-making in crisis situations:

Establish Clear Leadership

• Designate a crisis management team or leader responsible for coordinating response efforts and making timely decisions.
• Clear leadership helps streamline communication, delegate responsibilities, and ensure a unified response to the crisis.

Gather Timely and Accurate Information

• Collect relevant information from multiple sources to understand the crisis's nature, scope, and potential impact.
• Verify the accuracy of information to avoid misinformation or making decisions based on incomplete or erroneous data.

Prioritize Decision-Making

• Prioritize decisions based on their urgency and importance in effectively allocating resources and addressing critical needs.
• Focus on decisions that mitigate immediate threats to safety, protect essential assets, and maintain critical functions.

Adopt a Flexible and Adaptive Approach

• Acknowledge crises' dynamic and evolving nature, and be prepared to adjust strategies and decisions as new information emerges.
• Maintain flexibility and agility to respond effectively to changing circumstances and unexpected developments.

Utilize Crisis Management Frameworks

• Implement established crisis management frameworks or protocols to guide decision-making processes and ensure a systematic response.
• Frameworks such as the Incident Command System (ICS) provide structured approaches for organizing resources, coordinating activities, and managing crises effectively.

Engage in Scenario Planning

• Anticipate potential scenarios and develop contingency plans for various crisis scenarios to enhance preparedness and resilience.
• Scenario planning helps decision-makers anticipate challenges, identify response options, and make proactive decisions before crises occur.

Communicate Effectively

• Communicate transparently and timely with stakeholders, including employees, customers, suppliers, and the public, to provide updates, address concerns, and convey important information.
• Establish communication channels and protocols to disseminate information rapidly and efficiently during crises.

Consider Ethical and Moral Implications

• Consider the ethical, moral, and legal implications of decisions made during crises, ensuring that responses prioritize human safety, well-being, and integrity.
• Uphold ethical standards and values and avoid actions that compromise trust, fairness, or accountability.

Learn from Past Crises

• Review and analyze past crises and response efforts to identify lessons learned, best practices, and areas for improvement.
• Incorporate insights from previous experiences into decision-making processes to enhance preparedness and response capabilities.

Provide Support and Care for Stakeholders

• Prioritize the well-being and psychological health of individuals affected by the crisis, including employees, customers, and communities.
• Offer support services, counseling, and resources to address emotional and mental health needs during and after the crisis.

Ethical considerations play a crucial role in management decision-making, as they guide managers in making choices that align with moral principles, values, and social responsibility. Here are some key ethical considerations in management decision-making:

Respect for Stakeholders

• Managers should consider the interests and rights of all stakeholders, including employees, customers, shareholders, suppliers, and the community.
• Ethical decisions prioritize fairness, transparency, and respect for the well-being and dignity of individuals affected by the decision.

Integrity and Honesty

• Ethical managers act with integrity and honesty in all interactions and decisions, adhering to high moral and ethical standards.
• They communicate truthfully, avoid deceptive practices, and uphold the trust and credibility of the organization.

Transparency and Accountability

• Ethical decision-making involves transparency in processes and outcomes, ensuring stakeholders access relevant information and understand the rationale behind decisions.
• Managers should be accountable for their decisions, taking responsibility for their actions and consequences.

Fairness and Justice

• Ethical managers strive to promote fairness and justice in decision-making, treating individuals equitably and without discrimination based on race, gender, ethnicity, or socioeconomic status.
• They consider the potential impact of decisions on diverse stakeholders and work to minimize inequalities and disparities.

Social Responsibility

• Ethical decision-making extends beyond legal compliance to encompass broader social and environmental responsibilities.
• Managers should consider the ethical implications of their decisions on society, the environment, and future generations, aiming to create positive social impact and sustainable outcomes.

Conflict of Interest

• Ethical managers identify and mitigate conflicts of interest that may compromise their objectivity or impartiality in decision-making.
• They avoid situations where personal interests conflict with organizational interests and disclose potential conflicts transparently.

Whistleblower Protection

• Ethical organizations provide mechanisms for employees to report unethical behavior or violations of ethical standards without fear of retaliation.
• Managers should support and protect whistleblowers who raise concerns about ethical misconduct or wrongdoing within the organization.

Ethical Leadership

• Ethical leaders set the tone for ethical behavior within the organization, modeling ethical decision-making and fostering a culture of integrity and ethical awareness.
• They establish ethical guidelines, provide ethical training and education, and hold themselves and others accountable for ethical conduct.

Improving decision-making skills is essential for personal and professional development. Here are some strategies to enhance decision-making abilities:

Increase Self-Awareness

• Understand your decision-making style, strengths, weaknesses, biases, and preferences.
• Reflect on past decisions to identify patterns and areas for improvement.

Develop Critical Thinking Skills

• Enhance your ability to analyze information, evaluate alternatives, and make logical conclusions.
• Practice asking probing questions, challenging assumptions, and considering multiple perspectives.

Seek Information and Knowledge

• Gather relevant data, facts, and insights to inform your decisions.
• Stay informed about industry trends, best practices, and emerging technologies.

Manage Emotions

• Recognize and regulate emotions that may influence decision-making.
• Take time to calm down and think rationally, especially in high-pressure situations.

Practice Decision-Making Techniques

• Familiarize yourself with decision-making frameworks, tools, and techniques such as decision trees, SWOT analysis, and cost-benefit analysis.
• Apply these techniques to real-life scenarios to build experience and confidence.

Consider Long-Term Consequences

• Evaluate the potential impact of decisions on short-term and long-term goals, stakeholders, and outcomes.
• Anticipate unintended consequences and risks associated with different options.

Seek Input and Feedback

• Consult with colleagues, mentors, and subject matter experts to gain diverse perspectives and insights.
• Welcome constructive feedback on your decision-making process and outcomes to learn and grow.

Practice Decision-Making Under Pressure

• Simulate high-pressure situations or participate in role-playing exercises to develop resilience and composure in making decisions under stress.
• Build confidence by gradually exposing yourself to challenging decision-making scenarios.

Learn from Experience

• Embrace failures and setbacks as opportunities for learning and improvement.
• Analyze past decisions to understand what worked well and could have been done differently.

Continuous Improvement

• Commit to lifelong learning and continuous improvement in decision-making skills.
• Stay open to new ideas, feedback, and evolving best practices in decision-making.

Balance Analysis with Intuition

• Recognize the value of intuition and gut feelings in decision-making, especially in complex or ambiguous situations.
• Strike a balance between analytical reasoning and intuitive insights to make well-rounded decisions.

The future of management decision-making is likely to be shaped by several trends and developments that are already underway or emerging. Here are some key aspects that may influence the future of decision-making in management:

Data-Driven Decision-Making

• The proliferation of data and advancements in analytics technologies will continue to enable organizations to make more informed and data-driven decisions.
• Predictive analytics, artificial intelligence (AI), and machine learning algorithms will significantly analyze large datasets and extract actionable insights to support decision-making processes.

Automation and AI Integration

• Automation and AI technologies will increasingly augment decision-making processes, automating routine tasks and providing real-time recommendations or predictions.
• AI-powered decision support systems will assist managers in evaluating options, identifying patterns, and optimizing decision outcomes across various domains.

Enhanced Collaboration and Networking

• Collaboration platforms, digital workspaces, and virtual team environments will facilitate greater collaboration and knowledge sharing among decision-makers, regardless of geographical location.
• Networked decision-making structures will enable organizations to tap into diverse expertise and perspectives, fostering innovation and agility in decision-making.

Ethical and Responsible Decision-Making

• There will be a growing emphasis on ethical considerations and responsible decision-making practices driven by societal expectations, regulatory requirements, and stakeholder demands.
• Organizations will prioritize values-based decision-making, considering the broader impact of decisions on stakeholders, society, and the environment.

Agility and Adaptability

• Organizations must adopt agile decision-making processes to respond effectively to rapidly changing environments, disruptive technologies, and market dynamics.
• Flexible decision-making frameworks and adaptive strategies will enable organizations to anticipate and adapt to uncertainties and disruptions proactively.

Human-Centric Decision-Making

• Despite technology's increasing role, human judgment, creativity, and intuition will remain critical in decision-making.
• Organizations will focus on developing decision-makers' emotional intelligence, cognitive flexibility, and critical thinking skills to complement technological advancements.

Risk Management and Resilience

• Decision-makers must prioritize risk management and resilience-building strategies to navigate complex and interconnected risks, including cybersecurity threats, supply chain disruptions, and geopolitical uncertainties.
• Scenario planning, stress testing, and adaptive risk management approaches will help organizations anticipate and mitigate potential risks more effectively.

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1. What are the 3 types of decision-making in management?

The three types of decision-making in management are:

• Strategic Decision-Making: Involves long-term decisions that affect the overall direction and objectives of the organization.
• Tactical Decision-Making: Concerned with medium-term decisions about implementing strategic plans and achieving organizational goals.
• Operational Decision-Making: Deals with day-to-day decisions necessary for routine operations and activities within the organization.

2. Why is managerial decision-making important?

Managerial decision-making is important because it directly impacts organizational performance, effectiveness, and success. Effective decision-making enables managers to:

• Solve problems, capitalize on opportunities, and address challenges.
• Allocate resources efficiently and achieve strategic objectives.
• Adapt to changing environments and navigate uncertainties.
• Enhance innovation, competitiveness, and organizational resilience.

3. What are the 17 important types of decisions?

The 17 important types of decisions include:

• Strategic decisions
• Tactical decisions
• Operational decisions
• Programmed decisions
• Non-programmed decisions
• Routine decisions
• Non-routine decisions
• Individual decisions
• Group decisions
• Ethical decisions
• Financial decisions
• Marketing decisions
• Human resource decisions
• Technological decisions
• Risk management decisions
• Crisis management decisions
• Environmental decisions

4. What are the two branches of decision theory?

The two branches of decision theory are:

• Normative Decision Theory: Identifying the most rational and optimal decision-making process under ideal conditions, regardless of real-world constraints.
• Descriptive Decision Theory: Focuses on understanding how individuals actually make decisions in practice, taking into account cognitive biases, heuristics, and psychological factors that influence decision-making behavior.

5. What is limited decision-making?

Limited decision-making refers to a decision-making process characterized by low levels of involvement, information search, and consideration of alternatives. It typically occurs when the decision-maker has limited time, resources, or motivation to engage in extensive decision analysis. Limited decision-making often involves routine or low-risk decisions with insignificant consequences, or the decision-maker relies on habitual responses or simple decision rules to reach a satisfactory outcome.

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Module 12: Making Decisions

The decision making process, learning outcomes.

• Describe the decision making process

“To be or not to be: that is the question.” Hamlet lamented.

“Should I stay or should I go now?” The Clash asked.

“Two roads diverged in a yellow wood,” Robert Frost pointed out.

If you’re struggling to make a decision, you’re in good company. Literature, poetry and pop culture provide plenty of sympathy for your plight. Sadly, while they understand your pain, they don’t always sing you to the correct resolution. When it comes to making a decision, in business or in life, how can you be sure you’re doing the right thing?

Well, we wouldn’t be writing songs about making decisions if it were an easy task. That said, researchers have studied the decision-making process as much as anything else, and they’ve come away with some different ideas and models that help us understand how we can make decisions more carefully and successfully. Let’s take a look at the five best known of those decision making models.

Rational Decision Making

The rational decision making model assumes decisions are based on an objective, orderly, structured information gathering and analysis. The model encourages the decision maker to understand the situation, organize and interpret the information, and then take action. There are eight steps in the rational decision making process:

Figure 1. The Rational Decision Making Process

Bad Hotel REviews

Let’s say that you’re the general manager at a nice hotel. Suddenly, you notice that customers are rating your property two and three stars instead of the customary five stars you and the team are used to earning. You need to make a decision about next steps to solve this issue. Let’s start right at the top of the rational decision making model.

• Understand the issue. The issue is clear to you. Customers are rating their experience at your property online, and they’re not happy. This will surely damage your team’s efforts to generate new business. You need to find a way to earn better customer ratings.
• Define the problem. You and your team sit down and read the last twenty or thirty customer reviews on three different travel sites. It turns out that customers’ unhappiness coincides with a recent increase in rates. They no longer feel they’re getting good value for their money.
• Define the objectives. What criteria will your solution have to meet? Clearly, you want to start getting better ratings from customers. You don’t want to see customers complaining about anything online. Your objective is 100% happiness, 100% five-star ratings.
• Diagnose the problem. This is the stage where you look to determine and understand the root causes of your issue. Perhaps you decide that all customer-facing staff report daily on quality issues. And maybe you consult with operations on additional perks that can be incorporated into the guest experience without giving away too much margin.
• Develop alternatives. You ultimately want to create a lengthy list of alternatives and not decide on one too quickly. You look over your employees’ reports on quality. You wait on operations for recommendations on extra perks. You collect all the data.
• Evaluate alternatives. Once you have all your alternatives on the table, you can start to make a choice. Every employee suggestion, every operations recommendation should be in front of you, and you consider each option carefully.
• Select an alternative. One of your employees has suggested two additional members for the housekeeping staff, as the current level of staff is having difficulty keeping up with the increase precipitated by an office building opening up down the street. A member of your operations team has suggested providing a continental breakfast for business travelers in response to the increase in that customer type. Both seem like good ideas. Which will provide the bigger impact?
• Implement alternative. You decide to hire the two additional members for the housekeeping staff, understanding that your customers view quality in clean rooms and common spaces. You get the budget approved and post for those two jobs. You make a plan to check in at the thirty day mark to see if customers’ ratings have improved.

The goal of the rational decision making model is to eliminate possibilities for error and biases. It assumes the following:

• Managers have all the information about the situation.
• Managers are aware of all alternative options and are equipped to evaluate them properly.
• Managers are looking to make the best possible decision.
• Managers are capable of eliminating misperceptions and biases.
• There are no cost or time constraints.

In a perfect world, where all of those assumptions are met, this model is how the decision making process works best. But we know that those assumptions can’t all be met. And that’s why we have the bounded rationality model.

Bounded Rationality Model

The bounded rationality model assumes numerous organizational and individual factors restrict rational decision making. This is the version of decision making that occurs most often in organizations, because the assumptions of this model are much closer to the truth:

• Early alternatives and solutions are quickly adopted because of perceptual limitations.
• Managers often don’t have access to all the information they need.
• Managers are not aware of all the alternatives and can’t predict the consequences of each one.
• Organizational goals constrain decisions.
• Conflicting goals of multiple stakeholders can force a compromise of a decision.

Because a human being is limited in the amount of information he or she can process, when a complex decision needs to be made, he or she will reduce the problem to a manageable size. By limiting the number of choices and the amount of necessary information, the product is a decision that’s acceptable and satisfactory. This is sometimes referred to as the Satisficing model.

In the bounded rationality model, the same steps are used in the decision making process, only instead of reviewing all information and all alternatives, those aspects are limited to the amount the decision maker is willing to gather.

Linear Model of Decision Making

Linear decision making involves listing positive and negative factors of each decision alternative. If you’ve ever made a list of pros and cons around a certain decision, then you’ve embarked on linear decision making.

In order for it truly to be linear decision making, the decision maker must then assign a numerical “weight” to each of his pros and cons, and arrive at a total score for each side. For instance, let’s say you were trying to decide if you should or should not hire a very experienced but very expensive candidate for a position in your office. Your linear decision making model might look like this:

You’ve assigned the most important reasons a 3 on the positive side, and a –3 for the most important reason on the negative side. This makes it easy for you to tally up both sides and add them together. A positive score suggests you should hire the candidate, and a negative score suggests you should not. Looks like you’re not hiring this candidate!

Intuitive Decision Making

Intuitive decision making is a model that assumes managers make decisions by relying on past experience and their personal assessment of a situation. This model of decision making is often used when there are high levels of uncertainty or complexity around a particular problem, or when the decision is novel and the managers don’t have past experience with this kind of problem.

If managers are faced with uncertain, complex situations and they can’t get the right information to make a good decision quickly, they are apt to rely on hunches and intuition. Given the choice between this model and a linear model (like the one discussed above), managers should reach for the linear model.

Garbage Can Model

Figure 2. The Garbage Can Method

The garbage can model is one where managers use information about problems, participants, solutions and opportunities haphazardly to generate ideas and potential decisions. Unlike the other decision making models we discussed, the garbage can model does not always lead to satisfactory solutions, because the problem does not always precede alternatives and solutions.

For instance, the corporate office of an organization might have been recently informed of the benefits of going to an “open environment” where people can talk and collaborate freely. Senior management may get behind this idea and start looking for ways to knock down cube walls and make their environment more collaborative before it’s even been determined that their office has issues being collaborative.

As you can see in Figure 2, there is no sequence of steps the way there is in rational decision making, but rather the decision comes by looking at independent streams of events.

Practice Question

These are five well-known models for decision making. Now we’re going to take a look at some of the rules and biases in decision making that, when you’re aware of them, will lead you to stronger decision making skills.

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• The Decision Making Process. Authored by : Freedom Learning Group. Provided by : Lumen Learning. License : CC BY: Attribution
• Image: Rational Decision Making Process. Provided by : Lumen Learning. License : CC BY: Attribution
• Garbage Can Flows. Authored by : Garbagecansarefun. Provided by : Wikimedia Commons. Located at : https://commons.wikimedia.org/wiki/File:Garbage_Can_Flows.png . License : CC BY-SA: Attribution-ShareAlike

Sales CRM Terms

What are Decision Criteria? (Explained With Examples)

Oct 11, 2023

Decision criteria are essential factors that individuals or organizations consider when making a decision. They serve as the basis for evaluating different options and ultimately choosing the best course of action. In this article, we will delve into the definition of decision criteria, explore their advantages and disadvantages, and provide practical examples in various contexts, such as startups, consulting, and digital marketing agencies. We will also utilize analogies to help illustrate the concept further.

1. What are Decision Criteria?

Decision criteria encompass the specific factors that individuals or organizations prioritize when making a decision. These factors can include financial considerations, strategic objectives, customer preferences, technological feasibility, and many other relevant aspects. By establishing decision criteria, individuals or organizations can systematically evaluate different options and determine the best course of action.

When it comes to decision-making, having clear and well-defined criteria is crucial. Decision criteria serve as a set of guidelines or standards that help individuals or organizations assess and compare different alternatives. These criteria can be quantitative or qualitative, depending on the nature of the decision and the available information.

1.1 Definition of Decision Criteria

Decision criteria refer to the specific standards or benchmarks used to assess different alternatives during a decision-making process. These criteria can be quantitative or qualitative and are often tailored to the specific context or goals of the decision-making process.

Quantitative decision criteria involve measurable factors that can be assigned numerical values. For example, in a financial decision, criteria such as return on investment (ROI), net present value (NPV), or payback period may be used. These criteria provide a clear and objective basis for evaluating options.

On the other hand, qualitative decision criteria involve subjective factors that are difficult to quantify but still play a significant role in the decision-making process. These criteria can include factors such as brand reputation, customer satisfaction, or ethical considerations. While they may not have precise numerical values, they are essential for capturing the intangible aspects that influence decision outcomes.

1.2 Advantages of Decision Criteria

Using decision criteria provides several benefits. Firstly, decision criteria help ensure that all relevant aspects are taken into account, leading to more comprehensive and informed decisions. By considering a range of factors, decision-makers can avoid overlooking critical aspects that could impact the success of the chosen option.

Secondly, decision criteria enable individuals or organizations to compare and prioritize different options based on their importance. By assigning weights or rankings to each criterion, decision-makers can objectively assess the pros and cons of each alternative. This allows for a more structured decision-making process and reduces the likelihood of relying on subjective judgments solely.

Lastly, decision criteria facilitate stakeholder collaboration and transparency as they provide a clear framework for evaluating options and aligning diverse perspectives. When decision criteria are well-defined and communicated, stakeholders can understand the rationale behind the chosen option and feel more engaged in the decision-making process.

1.3 Disadvantages of Decision Criteria

While decision criteria offer significant advantages, they are not without their limitations. One potential disadvantage is that decision criteria can oversimplify complex problems or situations. By focusing on specific factors, decision criteria may overlook critical nuances or underlying complexities that could impact the final decision. It is important for decision-makers to be aware of this limitation and consider additional information or expert opinions to supplement the criteria.

Additionally, decision criteria can be influenced by biases or limited perspectives, potentially leading to suboptimal outcomes. For example, if decision criteria heavily prioritize short-term financial gains, long-term sustainability or ethical considerations may be overlooked. To mitigate this risk, decision-makers should strive for a diverse and inclusive decision-making process that incorporates a wide range of perspectives and expertise.

In conclusion, decision criteria play a vital role in the decision-making process. They provide a structured framework for evaluating alternatives and help ensure that all relevant aspects are considered. However, decision criteria should be used judiciously, taking into account the limitations and potential biases they may introduce. By combining decision criteria with broader considerations and expert insights, individuals and organizations can make more informed and effective decisions.

2. Examples of Decision Criteria

Examining practical examples will further illuminate the concept of decision criteria. Let's explore how decision criteria can be applied in different contexts:

2.1 Example in a Startup Context

In a startup context, decision criteria could include factors such as market potential, cost-effectiveness, scalability, and alignment with the company's vision and mission. By prioritizing these criteria, startup founders can evaluate potential business opportunities and make data-driven decisions that maximize chances of success.

For example, let's consider a tech startup that is developing a new mobile app. The decision criteria for this startup could involve analyzing the size of the target market, assessing the potential demand for the app, and evaluating the competition in the app market. Additionally, the startup may consider the cost-effectiveness of developing and maintaining the app, as well as its scalability potential in terms of user growth and revenue generation.

By carefully considering these decision criteria, the startup can make informed choices about whether to proceed with the app development, how to allocate resources, and how to position the app in the market.

2.2 Example in a Consulting Context

When working on a consulting project, decision criteria might involve client requirements, industry best practices, profitability, and long-term sustainability. By utilizing these criteria, consultants can assess alternative solutions and recommend the most suitable strategy to address the client's challenges and achieve their goals.

For instance, let's imagine a consulting firm that is tasked with helping a manufacturing company optimize its production processes. The decision criteria in this context could include analyzing the client's specific requirements, benchmarking against industry best practices, evaluating the potential profitability of proposed solutions, and considering the long-term sustainability of the implemented changes.

By carefully evaluating these decision criteria, the consulting firm can provide the client with a well-informed recommendation on how to streamline their production processes, improve efficiency, and ultimately achieve their desired business outcomes.

2.3 Example in a Digital Marketing Agency Context

In the context of a digital marketing agency, decision criteria could include factors such as target audience reach, cost per acquisition, return on investment, and campaign performance metrics. By incorporating these criteria, digital marketers can make data-informed decisions on the optimal marketing channels, strategies, and campaigns to maximize client's online presence and achieve desired business outcomes.

For example, let's consider a digital marketing agency that is working with an e-commerce client to increase their online sales. The decision criteria for this agency could involve analyzing the potential reach of different marketing channels, calculating the cost per acquisition for each channel, evaluating the expected return on investment for various marketing strategies, and monitoring campaign performance metrics such as click-through rates and conversion rates.

By carefully considering these decision criteria, the digital marketing agency can develop a tailored marketing plan that focuses on the most effective channels, strategies, and campaigns to drive targeted traffic to the client's website, increase conversions, and ultimately boost online sales.

2.4 Example with Analogies

To grasp the concept of decision criteria further, let's consider an analogy. Imagine you are choosing a holiday destination. The decision criteria might encompass factors such as travel costs, weather preferences, available activities, and cultural experiences. By evaluating these criteria, you can prioritize destinations that align with your preferences and make an informed decision on the best holiday spot.

For instance, let's say you are planning a vacation and have several potential destinations in mind. The decision criteria you might consider could include analyzing the cost of travel and accommodation, assessing the weather conditions and climate preferences, evaluating the availability of activities and attractions, and considering the cultural experiences each destination offers.

By carefully evaluating these decision criteria, you can narrow down your options and choose a holiday destination that suits your budget, weather preferences, desired activities, and cultural interests.

In conclusion, decision criteria play a crucial role in the decision-making process. They allow individuals or organizations to assess alternatives systematically, considering crucial factors and aligning decisions with their goals. While decision criteria have advantages such as comprehensiveness and clarity, it is important to be aware of their limitations and use them judiciously alongside broader considerations. By examining practical examples and analogies, we can better understand how decision criteria apply in various contexts and enhance our decision-making capabilities.

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What is B2P (Business-to-Partner)? (Explained With Examples)

What is BANT (Budget, Authority, Need, Timing)? (Explained With Examples)

What is Behavioral Economics in Sales? (Explained With Examples)

What is Benchmark Data? (Explained With Examples)

What is Benefit Selling? (Explained With Examples)

What are Benefit Statements? (Explained With Examples)

What is Beyond the Obvious? (Explained With Examples)

What is a Bootstrapped Startup? (Explained With Examples)

What is the Bottom of the Funnel (BOFU)? (Explained With Examples)

What is Bounce Rate? (Explained With Examples)

What is Brand Awareness? (Explained With Examples)

What is the Break-Even Point? (Explained With Examples)

What is a Breakup Email? (Explained With Examples)

What is Business Development? (Explained With Examples)

What are Business Insights? (Explained With Examples)

What is Business Process Automation? (Explained With Examples)

What is a Buyer Persona? (Explained With Examples)

What is the Buyer's Journey? (Explained With Examples)

What is the Buying Cycle? (Explained With Examples)

What is a Buying Signal? (Explained With Examples)

What is a Buying Team? (Explained With Examples)

What is a C-Level Executive? (Explained With Examples)

What is Call Logging? (Explained With Examples)

What is Call Recording? (Explained With Examples)

What is a Call-to-Action (CTA)? (Explained With Examples)

What is Case Study Analysis? (Explained With Examples)

What is Challenger Sales? (Explained With Examples)

What is Chasing Lost Deals? (Explained With Examples)

What is Churn Prevention? (Explained With Examples)

What is Churn Rate? (Explained With Examples)

What is Click-Through Rate (CTR)? (Explained With Examples)

What is Client Acquisition? (Explained With Examples)

What is the Closing Ratio? (Explained With Examples)

What is the Ben Franklin Close? (Explained With Examples)

What is Cognitive Bias in Sales? (Explained With Examples)

What is Cognitive Dissonance in Sales? (Explained With Examples)

What is Cold Calling? (Explained With Examples)

What is Cold Outreach? (Explained With Examples)

What is a Competitive Advantage? (Explained With Examples)

What is a Competitive Analysis? (Explained With Examples)

What is Competitive Positioning? (Explained With Examples)

What is Conceptual Selling? (Explained With Examples)

What is Consultative Closing? (Explained With Examples)

What is Consultative Negotiation? (Explained With Examples)

What is Consultative Prospecting? (Explained With Examples)

What is Consultative Selling? (Explained With Examples)

What is Content Marketing? (Explained With Examples)

What is Content Syndication? (Explained With Examples)

What is a Conversion Funnel? (Explained With Examples)

What is Conversion Optimization? (Explained With Examples)

What is a Conversion Path? (Explained With Examples)

What is Conversion Rate? (Explained With Examples)

What is Cost-Per-Click (CPC)? (Explained With Examples)

What is a CRM (Customer Relationship Management)? (Explained With Examples)

What is Cross-Cultural Selling? (Explained With Examples)

What is a Cross-Sell Ratio? (Explained With Examples)

What is Cross-Selling? (Explained With Examples)

What is Customer Acquisition Cost (CAC)? (Explained With Examples)

What is Customer-Centric Marketing? (Explained With Examples)

What is Customer-Centric Selling? (Explained With Examples)

What is Customer Journey Mapping? (Explained With Examples)

What is the Customer Journey? (Explained With Examples)

What is the Customer Lifetime Value (CLV)? (Explained With Examples)

What is Customer Profiling? (Explained With Examples)

What is Customer Retention? (Explained With Examples)

What is Dark Social? (Explained With Examples)

What is Data Enrichment? (Explained With Examples)

What is Data Segmentation? (Explained With Examples)

What is Database Marketing? (Explained With Examples)

What is a Decision Maker? (Explained With Examples)

What is a Decision-Making Unit (DMU)? (Explained With Examples)

What is Demand Generation? (Explained With Examples)

What is Digital Marketing? (Explained With Examples)

What is Direct Marketing? (Explained With Examples)

What is a Discovery Call? (Explained With Examples)

What is a Discovery Meeting? (Explained With Examples)

What are Discovery Questions? (Explained With Examples)

What is Door-to-Door Sales? (Explained With Examples)

What is a Drip Campaign? (Explained With Examples)

What is Dunning? (Explained With Examples)

What is an Early Adopter? (Explained With Examples)

What is Elevator Pitch? (Explained With Examples)

What is Email Hygiene? (Explained With Examples)

What is Email Marketing? (Explained With Examples)

What is Emotional Intelligence Selling? (Explained With Examples)

What is Engagement Marketing? (Explained With Examples)

What is Engagement Rate? (Explained With Examples)

What is Engagement Strategy? (Explained With Examples)

What is Feature-Benefit Selling? (Explained With Examples)

What is Field Sales? (Explained With Examples)

What is a Follow-Up? (Explained With Examples)

What is Forecast Accuracy? (Explained With Examples)

What is a Funnel? (Explained With Examples)

What is Gamification in Sales? (Explained With Examples)

What is Gatekeeper Strategy? (Explained With Examples)

What is Gatekeeper? (Explained With Examples)

What is a Go-to Market Strategy? (Explained With Examples)

What is Growth Hacking? (Explained With Examples)

What is Growth Marketing? (Explained With Examples)

What is Guerrilla Marketing? (Explained With Examples)

What is High-Ticket Sales? (Explained With Examples)

What is Holistic Selling? (Explained With Examples)

What is Ideal Customer Profile (ICP)? (Explained With Examples)

What is Inbound Lead Generation? (Explained With Examples)

What is an Inbound Lead? (Explained With Examples)

What is Inbound Marketing? (Explained With Examples)

What is Inbound Sales? (Explained With Examples)

What is Influencer Marketing? (Explained With Examples)

What is Inside Sales Representative? (Explained With Examples)

What is Inside Sales? (Explained With Examples)

What is Insight Selling? (Explained With Examples)

What is a Key Account? (Explained With Examples)

What is a Key Performance Indicator (KPI)? (Explained With Examples)

What is a Landing Page? (Explained With Examples)

What is Lead Database? (Explained With Examples)

What is a Lead Enrichment? (Explained With Examples)

What is Lead Generation? (Explained With Examples)

What is Lead Nurturing? (Explained With Examples)

What is Lead Qualification? (Explained With Examples)

What is Lead Scoring? (Explained With Examples)

What are LinkedIn InMails? (Explained With Examples)

What is LinkedIn Sales Navigator? (Explained With Examples)

What is Lost Opportunity? (Explained With Examples)

What is Market Positioning? (Explained With Examples)

What is Market Research? (Explained With Examples)

What is Market Segmentation? (Explained With Examples)

What is MEDDIC? (Explained With Examples)

What is Middle Of The Funnel (MOFU)? (Explained With Examples)

What is Motivational Selling? (Explained With Examples)

What is a MQL (Marketing Qualified Lead)? (Explained With Examples)

What is MRR Growth? (Explained With Examples)

What is MRR (Monthly Recurring Revenue)? (Explained With Examples)

What is N.E.A.T. Selling? (Explained With Examples)

What is Neil Rackham's Sales Tactics? (Explained With Examples)

What is Networking? (Explained With Examples)

What is NLP Sales Techniques? (Explained With Examples)

What is the Net Promotion Score? (NPS - Explained With Examples)

What is Objection Handling Framework? (Explained With Examples)

What is On-Hold Messaging? (Explained With Examples)

What is Onboarding in Sales? (Explained With Examples)

What is Online Advertising? (Explained With Examples)

What is Outbound Sales? (Explained With Examples)

What is Pain Points Analysis? (Explained With Examples)

What is Permission Marketing? (Explained With Examples)

What is Personality-Based Selling? (Explained With Examples)

What is Persuasion Selling? (Explained With Examples)

What is Pipeline Management? (Explained With Examples)

What is Pipeline Velocity? (Explained With Examples)

What is Predictive Lead Scoring? (Explained With Examples)

What is Price Negotiation? (Explained With Examples)

What is Price Objection? (Explained With Examples)

What is Price Sensitivity? (Explained With Examples)

What is Problem-Solution Selling? (Explained With Examples)

What is Product Knowledge? (Explained With Examples)

What is Product-Led-Growth? (Explained With Examples)

What is Prospecting? (Explained With Examples)

What is a Qualified Lead? (Explained With Examples)

What is Question-Based Selling? (Explained With Examples)

What is Referral Marketing? (Explained With Examples)

What is Relationship Building? (Explained With Examples)

What is Revenue Forecast? (Explained With Examples)

What is a ROI? (Explained With Examples)

What is Sales Automation? (Explained With Examples)

What is a Sales Bonus Plan? (Explained With Examples)

What is a Sales Champion? (Explained With Examples)

What is a Sales Collateral? (Explained With Examples)

What is a Sales Commission Structure Plan? (Explained With Examples)

What is a Sales CRM? (Explained With Examples)

What is a Sales Cycle? (Explained With Examples)

What is a Sales Demo? (Explained With Examples)

What is Sales Enablement? (Explained With Examples)

What is a Sales Flywheel? (Explained With Examples)

What is a Sales Funnel? (Explained With Examples)

What are Sales KPIs? (Explained With Examples)

What is a Sales Meetup? (Explained With Examples)

What is a Sales Pipeline? (Explained With Examples)

What is a Sales Pitch? (Explained With Examples)

What is a Sales Playbook? (Explained With Examples)

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Business Jargons

A Business Encyclopedia

Decision Making

Definition : Decision Making is the cognitive process of selecting a course of action, out of a set of available alternatives, so as to achieve the goals of the organization.

It is an indispensable part of the management, as decisions are made at each level by the management executives.

Characteristics of Decision Making

• Selective : It is a selective process in which the optimal alternative is opted, among the various alternatives. The selection of the alternative is done, only after evaluating all the alternatives against the objectives.
• Cognitive : As the decision making encompasses the application of intellectual abilities, such as analysis, knowledge, experience, awareness and forecasting, it is a cognitive process.
• Dynamic : It is a dynamic activity in the sense that a particular problem may have different solutions, depending upon the time and circumstances.
• Positive or Negative : A decision is not always positive, sometimes even after analysing all the points a decision may turn out as a negative one.
• Ongoing process : We all know that a company has perpetual succession and various decisions are taken daily by different levels of management to keep the firm going. These decisions are taken, keeping in mind the objectives of the organization.
• Evaluative : Evaluation of the possible alternatives using critical appraisal methods, is a part of the decision-making process.

It is a problem-solving activity which produces a solution considered as the most favourable and appropriate one, as per the situation.

Process of Decision Making

• Defining the problem : The first and foremost step in the decision-making process is to clearly identify the problem for which a decision has to be taken.
• Collecting information : Gathering the relevant information concerning the problem is the next step in the process. For this purpose, an internal assessment needs to be done, while seeking external sources for the information.
• Identifying alternatives : After collecting the pertinent information, you will come across the multiple courses of action which can be taken to solve the given problem.
• Weighing the alternatives : On the basis of different parameters such as risk, economy for effort, timing, and limitation of resources weigh each alternative and check how accurately it resolves the issue and what are its consequences.
• Selecting the best possible option : After weighing each and every alternative, the next step in this process is to select the best possible course of action, or a combination thereof. The alternative which is able to attain the objectives is regarded as the tentative decision, which is evaluated for possible consequences.
• Planning and Execution : To convert the decision into action, the course of action so selected is taken, along with that supplementary actions are taken to block negative consequences (if any).
• Taking the follow up of the action : In the last step, the outcome of the decision is reviewed and evaluated as to whether it is capable of resolving the problem.

A decision passes through different stages, so as to solve the problem at hand. The solution depends on how effectively the decision is being made and implemented. An ideal decision is action-oriented, goal-directed and efficient.

Problems in Decision Making

There are a number of problems which arise at the time of decision making, which are:

• Communication
• Participation
• Implementation

A decision acts as a direction to the others, as to what can be done or what to avoid in a particular situation.

Types of Decisions

• Programmed Decisions : The decisions taken by way of standard operating procedures or another method. The situations are routine and recurring in nature. These are effective for solving day to day issues.
• Non-programmed Decisions : These are unique and once in a lifetime decisions, as these are not structured. To make such decision logical reasoning and judgement are required.

Intuition and Reasoning are the two determinants of a decision, wherein intuition is all about the gut feeling or instinct of the decision-maker concerning the courses of action, while the reasoning means using the logical thinking, facts and figures to decide something.

Related terms:

• Group Decision Making
• Participative Decision Making
• Decision Tree
• Decision Tree Analysis
• Dialectic Decisions Method

Reader Interactions

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April 14, 2022 at 1:36 am

Very useful information

May 1, 2023 at 9:47 pm

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6 Common Leadership Styles — and How to Decide Which to Use When

• Rebecca Knight

Being a great leader means recognizing that different circumstances call for different approaches.

Research suggests that the most effective leaders adapt their style to different circumstances — be it a change in setting, a shift in organizational dynamics, or a turn in the business cycle. But what if you feel like you’re not equipped to take on a new and different leadership style — let alone more than one? In this article, the author outlines the six leadership styles Daniel Goleman first introduced in his 2000 HBR article, “Leadership That Gets Results,” and explains when to use each one. The good news is that personality is not destiny. Even if you’re naturally introverted or you tend to be driven by data and analysis rather than emotion, you can still learn how to adapt different leadership styles to organize, motivate, and direct your team.

Much has been written about common leadership styles and how to identify the right style for you, whether it’s transactional or transformational, bureaucratic or laissez-faire. But according to Daniel Goleman, a psychologist best known for his work on emotional intelligence, “Being a great leader means recognizing that different circumstances may call for different approaches.”

• RK Rebecca Knight is a journalist who writes about all things related to the changing nature of careers and the workplace. Her essays and reported stories have been featured in The Boston Globe, Business Insider, The New York Times, BBC, and The Christian Science Monitor. She was shortlisted as a Reuters Institute Fellow at Oxford University in 2023. Earlier in her career, she spent a decade as an editor and reporter at the Financial Times in New York, London, and Boston.

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What is Ethical Leadership and Why is it Important?

Ethical leadership is not only the right thing to do, it is key to driving an organization's success.

Valerie Kirk

Errors, bad behavior, and poor judgment in leadership can negatively impact a company’s brand and reputation. For business success, it’s critical for organizations to fill their C-suite with ethical leaders.

Ethical leadership involves leaders and managers making decisions based on the right thing to do for the common good, not just based on what is best for themselves or for the bottom line. While profits are important, ethical leaders take into consideration the needs of customers, communities, and employees in addition to company growth and revenue when making business decisions. 

Ethical leaders encourage their team members to model this behavior, too. They help to build a workplace culture that values transparency, collaboration and inclusion, and where everyone feels safe to share their voice.

They can also help organizations recruit and retain top talent. Professionals are increasingly seeking out companies whose leaders strive to do the right thing. Generation Z, who will make up 25 percent of the workforce by 2025, demands leadership ethics more than generations that came before them. 

“Gen Z is not going to negotiate. They have really strong values and ethics, and they don’t bend them because of intimidation or because they are just getting a paycheck,” said Michael McCarthy, instructor at Harvard Division of Continuing Education’s Professional & Executive Development and host of the “ Happy at Work ” podcast. “The idea of letting harmful or hurtful behavior slide is not acceptable.”

Leaders who weigh ethical considerations before making key business decisions drive a company’s long-term success. 

The 6 Main Principles of Ethical Leadership

Having ethical leaders isn’t as simple as hiring “good” people. Companies should strive to fill their leadership ranks with people who embody the principles of ethical leadership. The six main principles include: 

Respect includes valuing others’ skills and contributions. While historically respect in the workplace may have been one-way (leaders demanding respect from employees), in an ethical work environment, respect is mutual. 

Mutual respect leads to healthier workplace relationships where both sides appreciate and support what the other is doing and feel secure in talking through issues and challenges. Healthy relationships create positive work environments, which drives increased productivity.

Current and upcoming business leaders should take mutual respect into account as workforce expectations continue to shift.  

“I tell current leadership to respect Gen Z. They have values and morals, and you’re going to have a better organization because of them,” McCarthy said. “They aren’t going to put up with the old hierarchy that doesn’t offer mutual respect.” 

2. Accountability

Ethical leaders hold themselves accountable for their actions. They make decisions based on integrity and stand behind their work. They also lead by example, communicate openly about challenges, and don’t look to place blame on others for any shortfalls.

Leaders make ethical decisions based on doing what is right for employees, customers, and the community. Because these constituents are always top of mind for ethical leaders, they often have a strong sense of service. They engage in activities such as charitable giving and volunteer work to give  back to their communities — and encourage their teams to do the same. 

Leaders who are transparent build trust amongst their organizations and amongst customers. 

To build and maintain trust, leaders must be good communicators who speak openly and honestly about issues. Regardless of the issue’s severity or unpopularity, leaders’ responsibility to be clear and candid  empowers others to make the right decisions with the information they have. 

Honesty and transparency also help to build a brand’s reputation, leading to long-term customer loyalty.

Justice is not just about following the law, but about ensuring that everyone is getting what they deserve. Ethical leaders approach situations with a focus on treating everyone fairly, and they expect their teams to treat each other and customers the same way. Through their actions, they build equitable work environments where everyone feels respected. 

6. Community

Ethical leaders view their companies as communities and consider everyone involved when evaluating situations and making decisions. By viewing their organizations this way, they build equity and inclusion into their decision-making process and create work environments that encourage collaboration across teams. 

Learn more about Harvard DCE’s Ethical Leadership program

Examples of Positive and Negative Ethical Leadership

The following three examples are of companies that were faced with ethical dilemmas and how different leadership styles led to vastly different outcomes. 

Johnson & Johnson

One of the most famous examples of ethical leadership was the case of the Tylenol cyanide poisonings in the early 1980s. Seven people died of cyanide poisoning, and the only connecting factor was that they had all taken extra-strength Tylenol. During investigation, it was discovered that the tablets were laced with cyanide.

Johnson & Johnson’s leaders acted quickly and pulled all Tylenol products off the shelves — 31 million bottles, worth over $100 million — and stopped all production and advertising. The swiftness of their decision, although costly, put customers’ well-being first and saved lives.

They partnered with law enforcement to find the perpetrator and subsequently developed the first-ever tamper-resistant packaging. They were transparent with the public about what they were doing to ensure this tragedy never happened again. 

The Tylenol brand recovered from the incident, largely because of Johnson & Johnson’s ethical leadership team’s swift action and transparent care for customers.

In 2008, JetBlue left passengers stranded on the tarmac at the John F. Kennedy International Airport for more than five hours during a snowstorm. The delay had a ripple effect — JetBlue had to cancel more than 1,000 flights over the following five days.

In response, JetBlue’s CEO wrote a letter of apology to customers. He also directed his team to draft a customer bill of rights, which outlined customers’ rights to information about flights and information about compensation in the event of delays or cancellations.

The CEO also participated in a public apology tour, taking full responsibility for the incident rather than blaming it on the weather.

His transparency and accountability created trust with customers, who stayed loyal to the airline.

Wells Fargo

In September 2016 , it was revealed that employees of Wells Fargo, one of the largest banks in the United States, opened millions of unauthorized accounts in order to meet aggressive sales targets. This widespread fraudulent activity was the result of a work culture that prioritized quantity over quality and pushed employees to engage in unethical practices.

Company leaders denied knowledge of fraudulent practices. The bank was hit with significant financial penalties, but because of the lack of accountability, they damaged the trust of their customers and investors. They reported a 50 percent profit loss in the quarter following the scandal.

Meeting the Ethical Challenges of Leadership

Companies cannot underestimate the power of different leadership styles on their growth and long term success. Those who practice ethical leadership have positive corporate cultures where employees are engaged, motivated, and feel good about coming to work. Companies without ethical leadership face lower productivity and high turnover rates, impacting the organization’s bottom line.

Ethical leaders aren’t just born with these skills — they develop them over years of experience and training. 

Harvard DCE Professional & Executive Development offers a two-day Ethical Leadership program that helps leaders develop skills to make ethical choices and lead companies through challenging dilemmas. 

Topics covered include: 

• Making ethical decisions with conflicting responsibilities 
• Building a moral framework within yourself and the organization
• Understanding the role of employees in both their professional and personal lives 
• Navigating a slippery slope when seemingly good people do bad things
• Building a corporate culture that values moral behavior

Learn more about the ethical leadership program, including how to register.  

Leaders looking to expand their ethical leadership skills should also consider the two-day Authentic Leadership program , where they will learn how to develop mindfulness and authenticity to build trust, create engagement, and promote productivity. 

Explore all Executive Leadership and Management courses

About the Author

Valerie Kirk is a freelance writer and corporate storyteller specializing in customer and community outreach and topics and trends in education, technology, and healthcare. Based in Maryland near the Chesapeake Bay, she spends her free time exploring nature by bike, paddle board, or on long hikes with her family.

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Harvard Division of Continuing Education

The Division of Continuing Education (DCE) at Harvard University is dedicated to bringing rigorous academics and innovative teaching capabilities to those seeking to improve their lives through education. We make Harvard education accessible to lifelong learners from high school to retirement.