You’ve got a choice to make. You’ve carefully written down the
various attributes you care about and how well each choice lines up
with those attributes. You’re having a hard time making a decision
because with the information you have now they all look very
similar. One of the following is true:
- You’re missing attributes with which to evaluate the choices,
attributes which would differentiate the choices for you
- You’re incorrect about how well the choices match your evaluate
criteria
- There really is no difference between the choices given
information you can have now (ruling out somehow getting future
knowledge)
Don’t discount the possibility that the situation is the last one.
Due diligence is important but don’t block forever waiting for some
flash of information that will never come. Don’t discount the
opportunity cost of not making the decision and moving on to the
next thing to do – sometimes that outweighs any potential cost
caused by picking the worst possible choice among those you
have selected. Never spend more energy on a decision than the cost
of being wrong.
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