Criteria Battle: Identifying the Most Important Thing
A decision-making technique to determine the single most important criterion by listing all criteria, then comparing them pairwise in forced battles to rank their importance, often adding quantitative thresholds to clarify trade-offs.
THE IDEA
The Most Important Thing
Parrish recommends ranking criteria so that people know which priority should govern a trade-off. A clear ranking can support independent decisions, though some conditions may remain nonnegotiable and the ranking can depend on the size of the trade-off.
The Criteria Battle Method
Step 1: List Criteria
On individual sticky notes, write each criterion that matters for the decision. For example, when evaluating an investment:
- A win-win for employees, customers, and shareholders
- Growing rather than shrinking the business
- Working with people I trust
- Not having to manage people or add more to my plate
- Not borrowing money
- A high probability of a decent return on investment
Step 2: Make Criteria Battle
Pick two criteria and ask: "If I absolutely had to choose between only these two, which matters more?" Place the more important one higher. Continue comparing each pair, forcing a ranking even if both seem achievable—the exercise reveals true priorities.
Step 3: Add Quantities
As criteria battle, add quantitative conditions to refine trade-offs. For instance:
- ROI vs. management time: Willing to spend 5–10 extra hours/week managing for ≥15% annual ROI, 10+ hours for ≥20% ROI, and no amount of ROI justifies 20+ hours/week due to opportunity cost.
These quantities make the chosen trade-offs explicit. They express preferences and thresholds; the expected costs and returns still need evidence.
Step 4: Apply Criteria to Options
Once ranked, use the criteria to evaluate choices, ensuring the information used is both relevant and accurate.
When to use it
Selecting a job offer by comparing salary, growth potential, and work-life balance
Choosing a house by pitting location against budget against school district quality
Prioritizing product features in a roadmap when resources are limited
Deciding on a vendor by weighing cost, reliability, and partnership history
FROM THEORY TO EVERYDAY LIFE
In practice
Evaluating an Investment Opportunity
When considering investing in Pixel Union, criteria included: win-win for stakeholders, growth, trusted partners, no additional management burden, no borrowing, and high ROI. In the criteria battle, 'earning a return on investment' was pitted against 'not having to manage people or add more to my plate.' ROI proved more important, but with limits: willing to spend 5–10 hours/week managing for at least 15% annual ROI, 10+ hours for 20% ROI, and not worth it beyond 20 hours regardless of ROI due to opportunity cost.
A MOMENT TO REFLECT
Put it to work.
What is the one most important criterion in a current decision you are facing?
If you had to choose between two criteria you’re currently weighing, which matters more and at what quantitative threshold?
Which hidden costs or benefits become visible when you quantify your trade-offs?
CONTINUE THE CONVERSATION
Source texts
- Clear Thinking Turning Ordinary Moments into Extraordinary Results (Shane Parrish)