One reason we tend to think too narrowly and ignore or underestimate our
uncertainty is that doing better is hard work. Thinking through multiple
alternatives is tiring and time-consuming, so we tend not to bother. For
example, a detective investigating a serious crime will usually be more
effective by following several reasonable hypotheses about the crime than if she
works only one theory at a time. More can be learned from each interview and
each fragment of forensic evidence if multiple hypotheses are considered
immediately instead of just one. Similarly, a business chief executive making a
plan for his company will do better if he considers a number of alternative
forecasts for the economy, customer reactions, and competitors' tactics than if
he just considers one forecast only.
In the days before cheap, powerful electronic computers there was no
alternative to hard mental work. If you wanted more than one cash flow forecast
from your accountant then he would have to spend hours calculating each one, and
Today, if you want another forecast to see what would happen if interest
rates rose, or prices had to be dropped, or if a key customer were lost, it's
usually a matter of typing another number into a spreadsheet, hitting the enter
key, and looking at the revised results. Your computer might do thousands of
calculations to produce the new forecast but it is all done in a second or
This degree of automation of mental work is staggering. Now we can
consider additional possibilities with ease and even program computers to
consider alternatives on a massive scale and present the results back to us.
Open-mindedness can be automated. In this article I provide an overview of ways
that this can be done.
People sometimes say that using maths and computers in business is hard, but
this is a mistaken view based on a mistaken comparison. If you tried to consider
as many possibilities, as accurately, and as consistently, without maths and
computers it would be much, much harder. The mistaken comparison that people
often make is between doing a really thorough job by mathematics and computer
power versus doing a much less thorough job without those tools. The fair
comparison is when both approaches are used to achieve the same level of rigour.
Maths and computers are labour saving, not harder work. No wonder employment
prospects for top maths graduates are so good.
Automation is not appropriate in every case, of course. Automation is not appropriate in the following situations:
Unimportant decisions and diagnoses, where the effort of setting up
automation is not justified.
Where the main challenge is to gather relevant data and those data are
easy for a human to perceive but hard to capture for use by a computer. For
example, body language, visual style of furniture and clothing, and physical
beauty. (In some cases it is worth getting humans to rate perceptions to
create data that a computer can process because the computer can be made to do
this better than unaided judgement.)
The first attempt at a decision or diagnosis, because trying to do
things by brain power alone helps us understand how best to automate. Human
thinking is messy, limited, and unreliable, but it is flexible and driven by a
vast store of knowledge, so we need to find out what is applicable before
Where nobody available to help knows how to use maths and computers to
automate parts of thinking.
When you're thinking about a plan of action, (e.g. business plan, choice of
project, choice of employee, alternative computer system design) you usually
need to think about what would happen if you adopted that plan of action.
Typically, you are not sure what would happen. You could imagine many
possibilities, each of which might be evaluated. Using paper and pen you could
tabulate alternatives or draw a decision tree.
Obviously, considering each possibility you can imagine is hard work so we
tend to ignore all but the most likely. We tend to regard remote possibilities
as impossible, which can lead to large errors. One of the great advantages of
automated evaluation is that vast numbers of very unlikely possibilities can be
accounted for, often showing that the possibilities that otherwise would have
been ignored are important, collectively.
Here are some specific techniques, roughly in order of increasing sophistication.
Ad hoc reforecasts by spreadsheet: Imagine you have created a
forecast on a spreadsheet. You wonder what difference it would make to the
forecast if one of your input variables was slightly different, so you type in
a different number and look at what happens. This is so simple, so natural,
and so easy it hardly seems important but it is. Sixty years ago this could
not be done but now we do it almost instinctively. While other techniques
discussed below are more powerful, ad hoc reforecasts by spreadsheet are done
so often and by so many people around the world that they are probably the
single most important technique.
Systematic tabulation of alternative forecasts: If you realise
early on that one input variable is particularly important and uncertain, and
if the model is quite simple, then you can make a table where each row deals
with one particular value of the important input variable. The results can be
graphed against the input variable.
Matrices of alternative forecasts:. If you realise early on that
two input variables are particularly important and uncertain, and if the model
is quite simple, then you can create a matrix of alternative input values and
another matrix of resulting output values on your spreadsheet. Again, graphs
can be created.
Stored scenarios: Spreadsheet software usually has features that
let you name and save collections of input values as ‘scenarios’ so that you
can show people the results of running each scenario more conveniently. This
makes it easier to explore the effect of changing several input values at the
Sensitivity analysis: Systematically exploring variations of
input variables to see how much difference the changes make is called
sensitivity analysis, and there are alternative techniques. These include
testing the effect of a unit change of each variable, a fixed percentage
change of each variable, or a change that is equally likely. Another approach
is to find out how much a variable would have to be changed in order to change
Monte Carlo simulation by table: Even a cheap laptop computer
today can easily calculate the results of tens of thousands of alternative
forecasts but of course thinking of that many scenarios to try is itself
rather laborious. Why not let the computer do it for you? Monte Carlo
simulation is a very simple technique where values for uncertain input
variables are picked at random, but reflecting your views and evidence of the
true values. The forecast calculation is then run on each of thousands of
alternative sets of input values.
If your model is simple then there is
an easy way to do Monte Carlo simulation that requires no special software.
Create a table where each row is a forecast and each of the input variables
has its value generated randomly by formula. For example, to generate
independent values according to a Normal distribution with a mean of 100 and a
standard deviation of 10 you would type something like
‘=NORM.INV(RAND(),100,10)’. You can then analyse the results by taking the
average and variance of the results. You can also copy and past the values of
the table and sort the table by results. This allows you to see the specific
details of scenarios where extreme results were achieved.
Monte Carlo simulation with summarised results: To go further
with Monte Carlo simulation it helps to have a tool to make it easier, such as
the well known @RISK Excel add-in. There are many alternatives, some free.
These summarise and graph the results conveniently, among other things. The
probability distributions and tornado diagrams produced by these tools make it
much easier for people to visualize and respond to their uncertainty, and
appreciate the value of making robust, flexible plans.
Monte Carlo simulation with programmed decisions: We often
change our plans when circumstances change, but when evaluating planned
courses of action we tend to ignore this fact and make our forecasts as if all
our actions are decided up front. Within a Monte Carlo simulation it is easy
to take future decisions into account to some extent. Design the model to work
through a series of time periods (e.g. months, quarters, or rounds of a
competition) and use conditional formulae to check results so far and alter
plans. For example, you might calculate the change in sales effort with
something like ‘=IF(SALES_LAST_MONTH > 1000, 10,-10)’ which means that higher
sales will lead to increased sales effort while lower sales will lead to
reduced sales effort.
Another reason we tend to underestimate the value of using maths and
computers to automate open-mindedness is that we underestimate the number of
times we will have to revise our thinking. We imagine coming up with a plan,
producing a forecast, agreeing then plan, then following it until the actions
have been finished. On that basis we will only need to make one forecast.
In reality we find ourselves having to reforecast over and over again. First,
a problem with the original forecast is noticed so it has to be done again, and
again for each subsequent correction or refinement. Then we find it helpful to
evaluate several versions of our plan as we go along, to make a better plan.
Then we find that other people have ideas for improvement and want revised
evaluations. Once the plan is agreed and time has passed we find that conditions
change unexpectedly, more is learned from experience, and that leads to requests
for revised plans and revised forecasts to evaluate them. The idea of doing one
forecast is extremely optimistic.
If our expectations about the number of forecasts that will be needed were
more realistic we would start automating forecasts earlier and more often.
Here are some representative techniques:
Ad hoc trials: As with forecasts, the simplest and most common
approach is to work with a computer spreadsheet and simply type alternative
plans into the model to see what happens. For example, you could change sales
effort, or imagine buying an extra vehicle, or try setting a different
Option flags: If some of the options that people are likely to
want to explore can be anticipated in advance of a planning meeting then it is
possible to set up cells in the spreadsheet that set option in the plan. For
example, you might have three patterns of sales effort set up in the model and
use a cell value to indicate which pattern is to be used for a particular
Systematic tabulation and matrices: If one or two variables in
the plan or design are obviously important then it is easy to make a table or
matrix to show the results of systematically varying those variables. A graph
should make it easy to spot where the best results are found.
Iterative search: If more than two variables in the plan can be
tweaked, or if you are too lazy to look at the results yourself and choose the
best combination, you can set up your model with an overall measure of results
and then let the software explore the strategy options and pick the best for
you. On Excel this usually means using Solver to vary fields to achieve a best
result subject to some constraints. There are many methods for searching for a
good plan and Excel's Solver uses only two of them.
Evolutionary algorithms: A particularly flexible but usually
rather slow way to search for better plans/designs is to use an evolutionary
algorithm. This works like evolution in biology, generating populations of
varied possible plans/designs then evaluating their ‘fitness’, and then
combining the fittest to produce a new generation of plans/design. This
process can go on for thousands of generations. Although the process might
take hours to get reasonable results (instead of the seconds taken by Solver),
evolutionary algorithms can explore wider varieties of possible plans/design,
combining elements in ways that are more elaborate and harder to
Portfolios of actions: Faced with a list of proposed projects or
other investments we tend to evaluate each one, put them in descending order
of attractiveness, and then choose the ones at the top of the list. This is
quite a good approach, but it isn't the best. What we are trying to choose
between is not projects but sets of projects. In theory we should be
considering each set of projects. The problem is that this gives a lot of
mental work to do. For example, with 4 proposed projects there are 16 possible
sets of projects ranging from accepting none of the projects to accepting them
all. Sometimes it is possible to set up a program that knows how to evaluate
sets of projects, checking for synergies and the combination of financial
impacts over time for example. The program can then be given sets of projects
to evaluate, or made to evaluate every possible combination exhaustively, or
to search more intelligently through the sets mostly likely to be
Multiple criteria and performance levels
Another problem we face when evaluating alternative courses of action
concerns valuing their consequences. We can usually see many consequences and
find it easiest to think in terms of multiple criteria. For example, when
choosing a camera you might consider its price, the quality of the pictures you
might get with it, the ease with which you can carry it around in situations
where you might actually use it, the ease of using it to take pictures, and how
people will react when you show them your new camera (anywhere between, ‘Wow,
that's so cool’ and ‘You idiot, why didn't you get the Nikon?’).
If you write down all the reasonable criteria you can think of for a decision
you will usually find that there are several (even though you have probably only
thought of half the criteria you would regard as relevant if more were suggested
to you - see Keeney 2007). Taking all these criteria into account at the same
time is difficult.
Another complexity comes from the fact that we value different levels of
achievement differently. You can't say, for example, that you think ease of use
is more important than price. That would imply that you would pay any amount of
money for a tiny improvement in ease of use, which is not the case. In fact
there is a particular amount you would pay for a specific improvement in ease of
In decisions at work we tend to simplify the problem by using targets. A
target says that a particular level of achievement is valued, but less than that
is not, while more than the target is not more valuable than achieving the
target. Achievement is simplified into above and below the target. This is yet
another mental shortcut that can be tackled through automating
Once again our thinking is narrower than it should be because of the effort
of thinking. We restrict our attention to only some of the criteria and only
some of the levels of achievement that we should consider. This in turn means we
tend to stop thinking of the alternative consequences of our actions too soon.
Automation can help us overcome these weaknesses.
Here are some techniques:
Objective functions: Almost none of the techniques developed for
mathematical optimization involve targets. Instead the most common approach is
to define a function that summarises the desirability of any alternative into
one number. The function is called the objective function because the
objective is to maximize or minimize it.
Linear additive models: Having said that it is not accurate to
just weight criteria to show that some are more important than others,
mathematical combinations of performance that do this are still more accurate
than unaided judgement, in almost all cases (Dawes 1979). And of course
evaluating 100 options using a formula calculated by a computer takes almost
no time whereas doing them by judgement would be tiring and slow.
Additive conjoint models: A more refined approach takes into
account the specific levels of achievement on each objective. If you can't be
bothered to work out the function intellectually an alternative is to use a
program that poses choices to someone and works out from their answers what
their system of values is. This can then be used as an objective
Although humans learn from experience, we often learn more slowly than we
could and that is partly because we only consider a tiny number of possible
explanations for experiences at one time, prefer very simple explanations, stick
with preconceptions for too long, and tend to forget experiences. Automated
learning from experience is a huge area with hundreds of alternative tools for
automating the work. In nearly all cases the automated approach involves a
wider, more open-minded search for patterns than humans can cope with.
Here are some representative techniques:
Multiple regression analysis: This refers to a wide range of
techniques designed to analyse many similar examples of something and learn
how the variables are related. The more data available the more variables the
methods can consider. The analysis usually takes a second or less by computer
so you can try different hypotheses to see which seem to work best.
Alternatively, there are automatic methods that explore alternative
combinations of variables and look for the best, most convincing
Cluster analysis: Many techniques have been developed for
putting items into groups based on their attributes. This is often done by
specifying a measure of the difference between any pair of items and using
that to drive the clustering. You can choose to create a few, large clusters
by accepting some variation in each cluster, or you can get the software to
suggest a larger number of smaller clusters by being more demanding.
Factor analysis: These techniques group variables on the basis
of correlation. Variables that tend to correlate are grouped together. As with
cluster analysis you can choose to recognize larger or smaller numbers of
Diagnostic expert systems: Most techniques that automate
open-minded thinking involve calculations using numbers. However, reasoning
using other forms of rule is also well developed. An expert system is a
program that uses reasoning techniques inspired by human thinking to tackle
tasks. Some expert systems use no arithmetic at all, but instead use rules
based on categorical variables, such as ‘IF forced volume capacity is high AND
Bronchoscopy results are positive AND local symptoms are present THEN surgery
is probably necessary’. Other expert systems use probabilistic reasoning too.
An expert system can be created that, in effect, remembers to consider a very
wide range of diagnoses and does not make the mistake of seeing one very
likely diagnosis and then forgetting other possibilities.
Bayesian updating and model averaging: Most of the techniques in
the list above suggest one answer and leave it at that, though of course they
do it very quickly, allowing you to ask for alternative analyses. However, it
is possible to do even better than that. Instead of picking a best guess it is
possible to construct a set of alternative hypotheses, one of which must be
true, and then process the evidence so that the probability of each of the
hypotheses being true is calculated. The answer that comes back is not a
single hypothesis but a distribution showing the probability of each
hypothesis being true. This distribution can then be fed into the evaluation
of alternative courses of action, with an evaluation performed for each
hypothesis, then summarised in some way.
As usual, this sounds
exhausting and would be for an unaided brain, but done by computer it is easy
If you are new to the techniques mentioned above you are probably still
feeling rather doubtful. ‘But surely...’ you are thinking. Isn't it very hard to
set up this kind of automation? Don't people prefer to just go with their gut?
Isn't it obvious that doing maths is harder? But, remember that we are only
talking about decisions and diagnoses important enough to justify the effort of
automation and the fair comparison is between doing the thinking rigorously
without a machine's help and doing it with help. You wouldn't expect to beat a
computer in an arithmetic competition, so why not consider using a tool for
other mental tasks too?
Keeney, R.L. (2007). Developing objectives and attributes, in Advances in
Decision Analysis: from Foundations to Applications, edited by Edwards, W,
Miles, R.F., von Winterfeldt, D., Cambridge University Press.
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