Close ☰
Menu ☰

Decisions Decisions

Download Insight (PDF)

Please submit your details and continue to download the research

This Ctrl-Shift Briefing Paper – A Revolution in Decision-Making – has three purposes:

  1. To alert clients to the emergence of a new market for decision-support services; a market that’s changing the way other markets work. Organisations that respond appropriately have a unique opportunity to seize the initiative and redefine customer value.
  2. To uncover the dynamics defining and driving the evolution of this market.
  3. To explore how existing organisations and brands can take advantage of these developments.

Traditional suppliers compete over who can offer the customer the best product or service. Decision support services compete over who can offer individuals the best

decision-making process. This is a new market in its own right, with its own infrastructure, skills and processes, business models and dynamics. And it changes how consumers/citizens seek out value.

Winners in the new environment will include:

  • consumers
  • providers of decision-support services (a new growth industry)
  • ‘good’ suppliers benefiting from the fact that they offer superior products and services
  • the economy itself (as the costs of matching and connecting supply to demand fall).


Organisations and brands that fail to compete effectively in the market for decision support risk being marginalised and disintermediated. They include:

  • traditional middlemen including retailers, media owners and market researchers,
  • companies that stick to traditional marketing strategies thereby falling behind in the competition for access to consumer trust, time, attention and willingness to share


  • ‘bad’ suppliers who rely on ignorance and inertia for significant proportions of their income and seek to defend these income streams

This briefing paper about the new market for decision support services is designed to help suppliers in both public and private sectors need to address a new set of key


  • What is the job/problem the individual is trying to address, and at what level? (Is it, for example, ‘which brand of baked beans should I buy?’ or ‘what to feed the kids for dinner tonight?’ or ‘how to create a better way of feeding the kids, night after night?’)
  • What does a better decision look like to the customer?
  • What does a better decision making process look like to the customer?
  • What does better implementation of the decision look like?
  • How can the organisation help the individual on any or all of these questions (decision content, process and implementation)?
  • In helping the individual, what benefits can the organisation reap for itself?