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The Win/Lose Importance of Decision Context

Here is a great article illustrating how Yahoo’s executive management missed the boat in search phrase advertising due to their not having the necessary decision context within which to make a good decision.

http://techcrunch.com/2010/08/29/bubble-blinders-the-untold-story-of-the-search-business-model

Moral of the story, either educate yourself through your target customer’s eyes, which your Business Architect can provide to you, or defer the decision rights to someone within your organization who is closer to the problem/opportunity.

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