We will discuss a disciplined approach to the decision-making process by developing supported defensible rational for why we do things. These things can be developing estimates, determining sales strategy, developing focus (vertical) markets, and increasing the size of our business and many others. Essentially a tool on how to get “there” from where we are today. What are the next steps, in fact what are the steps? How can we use this tool to build a better estimate, claim, set goals, where are we and where do we want to be? We often make decisions in haste, using poor factoring, not thinking through all the variables, ignoring risk, and a great number of other things we won’t mention right now but you can imagine. How we arrive at our decisions is sometimes more important than the decision itself. Let us start this discussion by stating that there are no right answers. Of course, there are right answers you say, 2 plus 2 always makes 4. I agree, 2 plus 2 always makes four, but my question is this. Are 2 and 2 the right variables in this equation? Why aren’t they 2 and 3, 3 and 5, 6 and 12? How did we arrive at the fact that we are going to use 2 and 2?