Turn the tables. Imagine you’re the customer, sitting at a big conference table with your committee, sourcing HVAC systems for the new headquarters. In front of you are heaps of facts, figures, features, and benefits. You’ve reviewed it all, and being a steely-eyed, rational thinker, you know the systems are basically identical. Yet you have a gut feeling that one choice is best for your company.
Without that feeling, you’d never make a recommendation. Nobody would, because what if you are wrong?