The problem with binary thinking is that we're usually not faced with just two choices. So it becomes a standoff — this, or that; black or white, red or blue, gray or yellow, and so on.
However, in business — and in life — there is a myriad of choices and consequences.
Making sound business decisions requires exploration, a rich conversation where we can unconver and combine assets to trade creatively, and action. At every step of the way, there are many small decisions that contibute to pulling it off.
Because business is made of bits called promises — the better the promise in and out, the stronger and more resilient the business.
For example, take helpful, not helpful at all, and too helpful — which ones are at opposite ends of the spectrum? Does it matter? Does it change results in the short term at the expense of long term? Are there unintended consequences?