Facts Alone Cannot Close a Decision

I once sat with a board that had spent six weeks on an acquisition. There was a 42-page investment paper, a model with twelve tabs, and a legal risk note that appeared the night before. Everyone had read everything. The room looked diligent, which is not the same thing as deciding. Nobody could answer one plain question: what had to be true for the deal to make sense. That is where rational decision making usually breaks.

Rational decision making means taking analysis only as far as sufficient certainty, enough to act with the key assumptions named and reality still being watched. Facts help, but they do not close the decision for you. The textbook version pretends facts can do the Decider's job. They cannot. By the time the facts arrive, the context has already moved.

What the textbook model assumes

Simon saw this fraud in 1955. Herbert Simon’s “economic man” knows more than any real Decider ever will, sees the relevant environment clearly, and calculates the best attainable choice. No human being gets complete information in time, or ranks every option without residue. I have never met that character. I have met plenty of executives who were expected to impersonate him for a board pack.

That fantasy is why rational decision making so often turns into a paid performance. Nobody ever invoices for less paperwork. Advisers get another round of fees, while committee structures and spreadsheet custodians keep their little kingdom because the model still needs one more pass. I have watched this masquerade for years. Until someone asks what we are assuming and how confident we are that it will hold, the process is only laundering uncertainty. In many organisations it slides into analysis paralysis and gets sold as prudence.

The model fails when assumptions stay hidden

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Ariane 5 made the point in fire on 4 June 1996. The live assumption, carried over from Ariane 4, was that a reused routine still belonged in a different flight regime. The inquiry found it had stayed alive for an old requirement that no longer made sense. About 40 seconds after lift-off, an overflow shut down the inertial reference system. People fixate on the code. I fixate on the assumption that was never dragged into the light.

That is not a software anecdote. Nobody was made to recognise assumptions before approval, because questioning inherited logic is slower and less flattering than admiring reuse. Every reuse decision carries a hidden bet that the original context still holds. When nobody tests that bet, the institution calls it efficiency and the next inquiry calls it negligence. I want the assumption named before anyone signs, not discovered after the debris falls.

When the output is treated as fact

The Post Office Horizon Inquiry exposed the same weakness with a crueler victim. Horizon was rolled out from September 1999, spread across the branch network by the end of 2000, and then used to support prosecutions and repayment demands into the autumn of 2013 even though Fujitsu staff already knew the system could produce bugs. The institution preferred the machine to the embarrassment of doubt.

That is the part polite accounts soften. Once the machine spoke, managers stopped thinking while model owners and committee structures hid behind the output. In my experience, that is when the real damage starts, because everyone can point to the screen and nobody has to own the accusation. I wrote about the same pattern in decision analysis under uncertainty: I see the same cowardice in business models with lovely decimal places and no human ownership. Models are inputs. They do not carry moral responsibility, however useful that fiction is to the people hiding behind them.

Had anyone written down the live assumption, it would have read: the Horizon system produces accurate branch accounts. That assumption held for roughly a year before evidence arrived that it did not. The evidence was ignored for thirteen more years because testing the assumption would have meant admitting the prosecutions were built on a system nobody had verified. That is the price of treating the output as the decision. Name the assumption first, and you have something to test. Protect the output, and you have nothing but a story that gets more expensive to retract.

Without a stopping rule, analysis fills every hour available

Louisiana’s 2017 Coastal Master Plan matters because it wrote a stopping rule into a 50-year coastal problem instead of pretending one forecast would save the coast. The planners tested projects across three environmental scenarios and wrote revision into the 124-project plan from the start. It did not confuse planning with prophecy. That is the discipline most boards resist: decide when you have enough to move, then keep watch.

I prefer Louisiana’s honesty to the usual ritual, where people ask for more analysis until the deadline makes the decision for them. The state kept monitoring inside the plan because reality was going to move. Monitoring is not reporting after the event; it is the mechanism that tells you when one of your live assumptions has failed. You decide, then you watch the assumptions that could undo the decision.

What I use instead

Roger Estall and I built the Universal Decision-Making Method, and later wrote it up in Deciding, because analysis needs an ending. The rational model never provides one. I stop at sufficient certainty: enough to act, with the assumptions named and monitoring designed before the context shifts under the decision.

The difference is practical. I make the Decider name the assumptions that could change the answer, and I insist on monitoring before the ink is dry. Analysis stops when it has served the decision, not when the advisers run out of things to model.

Most named frameworks improve one slice of the apparatus and leave judgement in the dark. Every decision making process model I have reviewed ends at selection. I have been saying this since the first edition of Deciding: the person who signs is left holding the consequences while advisers invoice another round and model owners congratulate themselves on thoroughness. I still call it what it is, paperwork with manners.

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Grant Purdy is the co-author, with Roger Estall, of Deciding (2020), and the architect of the Universal Decision-Making Method.