How to chose between two options using the Morphologic box technique ?
- When facing more than a couple of decision options, this technique allows one to look to linkages between individual criteria that we might seek to be met.
- The Morphologic box (developed by Fritz Zwicky, a Swiss Astronomer) is a digestible easy-to-evaluate form of analyzing a problem and evaluating its possible solutions
- The example below tries to evaluate multiple options against desired broad outcomes
- The goal is to simply chose the aspects of the problem that each option truly affects.
- For example, if you think that Option 6 which involves “complaining to the VP of Product”, will really improve customer satisfaction characteristic, then you would check the cell in the row for option 6, under the column “Customer Satisfaction”
- In many cases, you will be able to decide right away that one or more options do not contribute to a solution aspect.
- In above specific example case, if its clear that complaining about the situation will not actually improve any of the aspects then why keep it ? Simply remove it and explore other options.
- While some of the answer you get may be intuitive, this method gives you better clarity in explaining why you chose a particular option
- For example if a senior manager were to ask, “Why didn’t you raise the issue to the VP of Product ?” – you can more clearly state that you couldn’t see how that would improve customer satisfaction, retention or product revenue given the situation
Improving clarity and rationale of decision making against the sought outcome criteria from an action or decision.
Source: Haines, S. (n.d.). The Product Manager’s Desk Reference.