Evidence and judgement.
Working together.

Start with the commercial question.

Examine demand, competition and the conditions that shape opportunity. Establish what the evidence supports and where a closer look is needed.

Compare the available routes.

Assess the alternatives against the organisation’s capabilities and priorities. Make the trade-offs clear and test the assumptions behind each option.

Turn analysis into direction.

Establish clear priorities, set out the basis for the decision and identify what would change it as market conditions develop.