The 3 Lens Principle-A Decision-Making Heuristic

Whenever I get excited about a new idea, I’ve learned to be a little suspicious of that excitement.

Not long ago, I was considering launching a new initiative in a promising market. The numbers looked good. The conversations were encouraging. It felt like something we should do.

But instead of moving forward, I paused and ran it through a simple decision-making heuristic I rely on. The 3 lens principle.

Compared with what?

Yes, this market looked attractive. But compared to doubling down on existing markets where we already had momentum, was it still the best use of effort? Side by side, the shine reduced.

And then what?

If we entered, what would follow? Hiring, local compliance, management bandwidth, and slower decision cycles. What looked like a clean opportunity now came with a chain of consequences.

At the expense of what?

Most importantly….what would we not do if we did this? Existing deals would get less attention. Key relationships might weaken. Focus would fragment.

The decision didn’t change because the opportunity was bad.

It changed because the trade-offs became visible.

Most opportunities look compelling in isolation.

Clarity comes when you place them next to what they quietly displace.