I remember working as a Starbucks barista when a brand-new customer walked into the café. Her hesitation made it clear it was her first visit. I approached her with a smile and said, “What can I get started for you?”
She hesitated, then admitted, “I’m embarrassed to say, this is my first time at Starbucks, and I don’t know what to order.”
I smiled and said, “No need to be embarrassed! Let me help. Are you looking for something hot or cold? Caffeinated or decaf? Sweet or coffee-flavored?”
After a moment’s thought, she replied, “Hot, with caffeine, and I’m okay with sweet flavors.”
Based on her preferences, I recommended a white chocolate mocha. Her face lit up. “I LOVE white chocolate!” she said. When she took her first sip, she exclaimed, “This is perfect! Exactly what I wanted!”
This interaction, while simple, demonstrates a universal truth: every day, we face decisions, big or small, and often feel overwhelmed by the options. From choosing a coffee drink to shaping business strategies, decision-making is unavoidable.
For this customer, the stakes were low. But in high-stakes situations—expanding a business, launching a product, or navigating a career path—how do you make the best choice? Do you have a process to clarify your options and build confidence in your decision?
One of the most valuable skills in strategy is creating and evaluating strategic options. This structured approach minimizes guesswork, provides clarity, and ensures decisions are informed and intentional. Whether you’re a small business owner or a corporate leader, mastering this skill leads to better results.
What Are Strategic Options?
Strategic options are alternative courses of action designed to achieve a goal. Each option should clearly outline:
A description of the option
Its benefits and risks
What must be true (key conditions needed for success)
By framing your choices this way, you answer the critical question: “If I choose Option A, what will happen? If I choose Option B, what will happen?” Well-packaged options make decisions easier by presenting clear trade-offs.
Why This Approach Works
The idea of packaging strategic options isn’t just about simplifying decisions; it’s about creating a structure that fosters thoughtful analysis and effective communication. Often, we think we’re evaluating choices when, in reality, we’re reacting to gut feelings or incomplete information. By taking a structured approach:
You reduce decision fatigue: With too many factors to consider, our brains tire quickly, leading to snap decisions or decision paralysis. Clear, concise options cut through the noise, helping you focus only on what matters most.
You communicate more effectively: Whether it’s a boardroom presentation or a small team meeting, decision-making often involves other people. Packaging your options concisely ensures everyone is on the same page and aligns faster around a shared understanding.
You surface priorities: Trade-offs are unavoidable in strategy. Presenting options side by side not only clarifies the strengths and weaknesses of each but also forces decision-makers to articulate what they value most—growth, risk reduction, innovation, or something else.
By following this process, you transform decision-making from an overwhelming exercise into a strategic opportunity to reflect, prioritize, and act intentionally.
How to Package Strategic Options Effectively
To create impactful and actionable strategic options, follow these five steps:
Define the Decision: Clearly articulate the problem, the goal, and the context. A well-defined decision is the foundation for meaningful options.
Brainstorm Multiple Options: Generate a variety of ideas while staying neutral and avoiding premature biases. Collaborate thoughtfully with relevant stakeholders, fostering creativity and innovation.
Evaluate the Options: Analyze each option against key criteria: What does it mean? What are its benefits, risks, and key conditions for success? Use this step to identify gaps and refine your analysis.
Package the Options: Present your findings in a clear, concise format that highlights the trade-offs and implications for decision-makers. This clarity enables faster and more confident decision-making.
Develop a Strategic Perspective: Go beyond presenting information—offer your recommendation. Decision-makers value your perspective, even if they choose differently. Your stance sharpens their thinking and drives confidence in the final decision.
By systematically defining, brainstorming, evaluating, and presenting strategic options, you empower both yourself and decision-makers to make informed, impactful choices.
For example: A Small Cafe’s Growth Strategy
Consider Sarah, a small cafe owner exploring growth strategies. After brainstorming and consulting with key stakeholders, she identified three options:
Open a second location
Launch a catering service
Partner with local businesses for cross-promotion
Using the structured approach:
Define the Decision: Sarah’s goal is to grow her customer base and revenue while aligning her growth strategy with a planned menu revamp.
Brainstorm Multiple Options: By collaborating with partners, an accountant, a lawyer, and trusted mentors, Sarah refined her top three options.
Evaluate the Options: Sarah assessed the benefits, risks, and feasibility of each option to understand what must be true for success.
Package the Options: To make decision-making efficient, she consolidated her findings into a single document for review.
Develop a Strategic Perspective: After analyzing the options, Sarah recommended launching a catering service as the best fit for her short-term goals and long-term strategy. Her business partner initially had a different perspective, but after discussions, they aligned on this recommendation.
This example highlights how a systematic approach simplifies decision-making, whether you’re a small business owner or working in a corporate setting. By using this framework, strategic decisions become clear, collaborative, and impactful.
Example below:
Avoid Common Pitfalls
Even with a clear process, it’s easy to fall into traps that make decisions harder. Let’s look at three common mistakes and how to avoid them:
Too Many Options: It’s tempting to brainstorm every possible solution, but too many choices lead to analysis paralysis. Stick to 3–4 distinct options that represent meaningful differences.
Subtle Variations: Avoid presenting options that are essentially the same idea with minor tweaks. This often signals a lack of creativity or thorough analysis. Instead, challenge yourself (or your team) to explore bolder, riskier alternatives that stretch the boundaries of your thinking.
Bias Toward a “Favorite” Option: When you already have a preferred choice, it’s easy to frame other options in a way that makes them less appealing. While it’s fine to have a recommendation, each option must be objectively presented to build trust and credibility.
Remember, the goal is not to manipulate the outcome but to empower informed decision-making.
Bringing It All Together
Ultimately, every decision shapes your future—whether it’s a simple coffee order or a bold business move. When you approach decisions with a structured mindset, you gain clarity, confidence, and control over the process.
By using this framework to create and evaluate options, you not only simplify your choices but also uncover new insights about what matters most. Even if you don’t always have all the answers, the discipline of exploring “what must be true” and weighing trade-offs ensures you’re making intentional, strategic decisions.
Think of the café owner example we explored earlier. Their decision wasn’t just about picking the best revenue stream—it was about understanding their priorities and aligning them with their goals. Your decisions, too, have the power to reflect your values, priorities, and vision for the future.
Now, take a moment to think about a decision you’re currently facing. How could you apply this process to package your options? What trade-offs are you willing to make, and what must be true for your decision to succeed?
If this framework sparks an idea or clarifies a challenge for you, share your thoughts in the comments. I’d love to hear how you’re applying these concepts in your own life and work. Need help getting started? Check out the RESOURCES tab for templates for easier application. Let’s learn and grow together!
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