When the phone rings in your sales call center, do you make a decision to answer it? The correct answer, usually, is "no." The answer is "no" because some things in business that have to be addressed can and should only be addressed in only one way...if you want to maximize your chances of success in business.
When a basketball player turns over a play and he's running toward the goal without a single defensive player from the other team in site, does he make a decision to do a layup or try for a three pointer? No. There are some things in basketball that can and should be addressed in only one way...if you want to maximize your chances of success in basketball.
Generally, there is only one set of circumstances where a decision to pick up the phone in a your sales call center is made. Generally, there is also only one set of circumstances where a basketball player running toward the goal unchallenged will make a decision between a layup and a slam dunk. In both cases, the individual who turns this one way only situation into a decision making opportunity doesn't know what to do.
These "one way only" cases that are converted into a decision making opportunity happen a lot with technology based projects, sometimes because of a communication gap or deficiency between the people who know what to do and the people who don't. Sometimes it happens because an ego takes precedent over maximizing the chances of success. The same problem arises in marketing, logistics, accounting, PR, etc., etc.
Bonus Tip: Figure out who it is that know and who doesn't know.
