Being distracted by less important activities can compromise more important opportunities. Having evidence to support saying NO to activities that appear to be good preserves resources to do great work on more important activities.

We tell clients what NOT TO DO by looking at the absolute or relative importance of different decisions.
While it is easy to identify bad ideas, we also work hard to identify good ideas that can dilute attention or take scarce resources away from doing great work on great ideas.

With a critical eye that only cares about the evidence that supports key decisions, we take full advantage of our third-party freedom to challenge plans or activties that are unlikely to contribute to overall objectives.
This helps clients more clearly see the risk associated with pursuing low-priority pet projects over resolving high-priority proven issues.