Iceberg — stated reason on top, real stakes underneath
The board wanted to repair the vendor. The founders fired it and bet the company on running their own warehouse.
① Stated reason: vendor SLAs② Real stake: 60% of margin
Decision Files
Where understanding leads to better outcomes.
Learn from people who’ve been there. Our independent analysts break down the decision and the process in concise visual frameworks — the context, what’s at stake, the criteria and emotions — to highlight what mattered.
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The case docket
5 files · more in productionGap — the scorecard vs. what decided it
Security Logging Replacement: When Selection Criteria Fail to Differentiate
Nine months of diligence, two trials, sixty hours of scorecards — and the winner was picked in one meeting, on the line item weighted at 10%.
Outcome
Decided on the 10% criterion
Campfire — the story told and retold
When the Loudest Customer Story Wins the Room
The loudest account in the pipeline wanted to steer the roadmap. Was it the market talking — or just the best storyteller?
Outcome — pending
What would you do? →Bridge — the built connection to the market
The Partner That Could Unlock the Market or Blur the Customer
The partner offered the market on a platter — with a stranger's hand between you and every customer.
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Leap of faith — the step past the evidence
The Automation Bet Where the Unknowns Were the Point
Automate the safe process, or the one where mistakes cost the most? They chose the expensive unknowns — deliberately.
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The method: real decisions, mapped visually.
An analyst interviews the person who made the call and keeps the doubt in — the weak evidence, the disagreement, the option nearly taken. The decision is mapped to the visual framework that names its pattern, and underneath, every file carries the same eight sections — so files can be compared, searched, and reused. More on how files are made →
Decision questionStakesSignals forSignals againstMissing evidenceAlternativesOutcomeCounterpoint
One new file, when it drops.
Full briefs, evidence notes, and the lessons behind each call.
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