Understandable
Customers—and the AI they ask for help—need to understand what you do and when you fit before they can compare you fairly. Clear public facts give them something useful to work with.
THE CHOICE IS CHANGING
For 25 years, businesses competed to be found. Now they increasingly need to compete to be chosen.
As customers—and their AI—compare the options, your business needs to be clear, trustworthy, useful, and easy to act on. Find the three things worth improving first.
Check My ReadinessAbout 8–10 minutes · Seven areas · No account or email required
A useful next step begins with a better question.Explore the shift ↓
01 / THE SHIFT
Being found opens the door.
Being chosen asks more.
People still search. They also ask assistants to explain their options, compare tradeoffs, and help them decide what to do next.
The Decision Economy is a way to think about that change: how a business helps a person move from information toward a choice they can understand and use.
This is an organizing framework, not a prediction that every journey follows the same path.
SEARCH
Help me find it.
AI
Help me understand it.
DECISION SUPPORT
Help me choose.
AGENTS
Help me do it.
- 01FoundReached
- 02UnderstoodMade sense of
- 03ConsideredIncluded among options
- 04TrustedRelied on within limits
- 05ChosenSelected for the situation
- 06UsedActually used
02 / YOUR NEXT THREE MOVES
What should you
work on first?
Seven areas. Your own account of where things stand. Three practical actions, with a reason for each.
Check My ReadinessNo website inspection. No overall score. Your full plan before any optional help.
01Understandable02Evidence-Rich03Useful04Accessible05Trustworthy06Actionable07Measurable
03 / THE STANDARD
A Better Choice
is still your choice.
Useful decision support makes the options, tradeoffs, limits, and next step clearer. A good outcome can be choosing to wait, do it yourself, seek other help, or buy nothing.
Explore Better Choices04 / SEVEN COMPLEMENTARY TRAITS
Make your business
easier to choose well.
A Decision Support Asset is a guide, comparison, checklist, or tool organized around a real choice. Its value comes from the help it gives, including when buying is not the next step.
Evidence-Rich
Important promises are easier to evaluate when their support can be checked. A source or example should show what the evidence actually establishes and where its limits are.
Useful
Customers need help working through a choice, not just more descriptions of your business. A useful guide or tool explains options, tradeoffs, and next steps, including when buying is not the right next move.
Accessible
Good information helps only when people can reach and use it. A tested machine path may also let an assistant use an interactive tool, but availability alone does not make the guidance valuable.
Trustworthy
Customers need to see limits, commercial interests, alternatives, and how their information is handled. Clear boundaries help a person or assistant judge how much to rely on the guidance.
Actionable
A useful answer should make the next appropriate step clear. Customers and authorized agents must understand what that step commits them to and who has permission to act.
Measurable
Views and clicks do not tell the whole story. Separating completed help, decision feedback, and actual AI use makes it easier to decide what to improve next.
THE FRAMEWORK
Ideas worth examining.
Explore the book’s central questions and the boundaries of this assessment.
The book & the ideasTHE METHOD
Know what this can tell you.
A transparent, fixed ruleset. Reported conditions, explicit unknowns, and no promise of AI recommendations.
Evidence & methodologyINSIGHTS
Start with a useful question.
Practical improvement questions and ideas that help explain the category.
Explore the questionsACCESS & STEWARDSHIP
Open about how it works.
Developed from Curtiss Witt’s framework and stewarded by the Decision Economy Institute.
About the workMachine access & its limits