If, however, you can’t act on your list of five because you really can’t find any preferences or meaningful distinctions between them, then—you win! You have just discovered that you’ve got a can’t-lose situation on your hands. That means that all five options are strategically worthwhile for you, with no real distinctive difference. They will all work for you, which leaves you to choose based on secondary considerations (the drive is easier, the logo is cool, the story will be sexier at cocktail parties).
