Ancient Chinese philosophers developed the “I Ching” or “Book of Changes” to help people understand choices before them. The Book is a series of tri-grams, or patterns, which correlate to bits of wisdom that are to be applied to a given situation.
The method of divining a response is quite meditative. The person who wishes to better understand how to think about a dilemma or important decision is encouraged to reflect on the question while they cast a set of yarrow sticks or coins in a specific manner. The casting follows several iterations to develop the appropriate tri-gram for the individual’s situation.
Having used this technique many times, I am impressed by the fact that we often fit the interpretation of the selected tri-gram’s wisdom to our specific situation. The combination of reflection on the problem and our natual inclination to fit the interpretation of this ancient, highly symbolic and abstract advice to our current situation often results in an answer that emerges from deep within us.
Fast forward to today’s business environment. We need to make decisions all of the time regarding various alternatives. The answers are not always clear-cut and require some good qualitative and quantitative thinking.
Enter the Value Judgement Analysis (i.e. the VJA). This tool provides a medium, like the I-Ching, for reflecting on your alternatives and choices. However, unlike the I-Ching, it forces you to explicitly define your criteria and your value system around such critieria.
The VJA is meant to be an iterative mechanism. If you arrive at an answer that doesn’t “feel right”, then you have almost certainly not weighted your criteria in accordance with your value system. Some adjustments to your criteria will likely yield the correct result….which, like the “I Ching”, often emerge from deep within our beings; from our intuition.
The steps for building your own VJA are outlined below.
(Would you rather watch a video explaining the VJA decision-making process? Here is a 7+ minute video explaining the VJA process. Sorry - I'll try to shorten the next one! )
Steps to creating a VJA.
Step 1. Create a table with your alternatives listed along the top in columns. Allow 2 additional columns. One will be used for your chosen criteria and one will be used for weighting of the criteria.
Let’s use the example of choosing among three locations for your business. You may end up with something like:
CRITERIA |
WEIGHT |
Option 1: Downtown |
Option 2: Home Office |
Option 3: Suburban Office Park |
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Step 2. Define the criteria you wish to use in your assessment. Try to identify the things that really matter – and that really differ across your alternatives. If every alternative will get the same score for a criteria, then don’t include it.
Continuing our example…
CRITERIA |
WEIGHT |
Option 1: Downtown |
Option 2: Home Office |
Option 3: SuburbanOffice Park |
Commute |
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Cost |
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Appeal for Visitors |
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Infrastructure |
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Ability to expand |
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Step 3. Thinking about the criteria, rank the various criteria on importance along a scale of 1-5, with 5 being extremely important and 1 being a nice-to-have, but not critical. You can have more than one criterion with the same ranking.
In our hypothetical decision, we have….
CRITERIA |
WEIGHT |
Option 1: Downtown |
Option 2: Home Office |
Option 3: SuburbanOffice Park |
Commute |
2 |
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Cost |
5 |
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Appeal for Visitors |
3 |
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Infrastructure |
4 |
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Ability to expand |
2 |
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Step 4. Rank the various alternatives across the different criteria. I suggest using a scale of 1-5 again, with 5 being the best and 1 being the worst along that dimension. Once again, different alternatives can have the same scores on a given criterion.
For example…
CRITERIA |
WEIGHT |
Option 1: Downtown |
Option 2: Home Office |
Option 3: SuburbanOffice Park |
Commute |
2 |
1 |
5 |
3 |
Cost |
5 |
1 |
5 |
2 |
Appeal for Visitors |
3 |
5 |
1 |
3 |
Infrastructure |
4 |
4 |
1 |
3 |
Ability to expand |
2 |
3 |
1 |
4 |
Step 5. Compute your initial results. For each criterion, multiply the weight by the actual value for each alternative. For example, a weight of 2 for Commute times a rank of 1 for the Downtown option yields “2” for that cell. Similarly, Home Office yields a 10 and Suburban office yields a 6 for the dimension of Commute.
You can then simply tally the individual cell results to find the relative total scores for each of the alternatives.
For example:
CRITERION |
WEIGHT |
Option 1: Downtown |
Option 2: Home Office |
Option 3: SuburbanOffice Park |
Commute |
2 |
1/2 |
5/10 |
3/6 |
Cost |
5 |
1/5 |
5/25 |
2/10 |
Appeal for Visitors |
3 |
5/15 |
1/3 |
3/9 |
Infrastructure |
4 |
4/16 |
1/4 |
3/12 |
Ability to expand |
2 |
3/6 |
1/2 |
4/8 |
TOTALS |
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39 |
44 |
45 |
Step 6. Draw upon your intuition. Reflect on your results and, if necessary, iterate. This is a very telling and critical step. If the results don’t sit well, you may need to re-evaluate your weights for the criteria. Or perhaps there are criteria you didn’t consider.
In our current example, the “winner” is the SuburbanOffice Park. However, maybe you are thinking to yourself… “Boy – that Home Office setup was really close! I always wanted to work at home. I could run errands and visit my kids at school during the day. But what about the distractions? Hmm. I still wish Home Office had come up first.”
Maybe the system is then reworked to add new criteria of “Flexibility” and “Ability to focus”. Perhaps the commute weighting needs to be raised.
By making a few critical adjustments you can determine whether your gut is right – or you really are better off with another alternative by using logic and some type of methodology.
In the end, the criteria, the Value Judgement Analysis and even the I-Ching are simply tools that illuminate something that is already within you. They just help brighten the way to the answer.
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