Each was asked to evaluate the wisdom of only one of four worthy possible solutions: (1) increasing the advertising budget, which would raise brand awareness among do-it-yourself painters; (2) lowering prices, which would attract more price-sensitive buyers; (3) hiring additional sales representatives, who could press for more shelf space in retail stores; or (4) investing in product development, to boost quality so that the brand could be promoted to professional painters as the best in the market. It didn’t matter which of the four ideas the decision makers evaluated: the process of
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