As project managers and creative directors, we'd love to have as much information as possible ready at our fingertips every time we need to make decisions on our creative projects. That, of course, would be ideal. But in the real world, does it work that way? At least not in most cases. Certainly, there are many times, and even periodic projects, where we aren't called on to make win-lose type decisions for our clients, creative teams and project engagements. But they do happen – many times throughout the most complex of projects – and we need to be ready with a system to make such decisions. Why? Because often times the toughest decisions come with a very small window in which to make them. That's what makes them tough.
