A
Alternatives, 70, 129
certainty equivalents and, 102–108
determining overall values for, 63–71
developing good, 38–44
fully featured product, developing, 70
good, 4
half-featured product, developing, 70
identifying, with creative thinking, 39–41
strategy generation tables, 40–41
value-focused thinking, 39–40
infinite number of, 133–136
low-featured product, developing, 70
reducing number of, 41–42
status quo, maintaining, 70
techniques for identifying, 39
under uncertainty, developing, 42–44
C
Certainty equivalents
and alternatives, 102–108
calculating, 102–118, 121–130
relationship between expected utility and, 102
and spreadsheet, 102, 104, 124–123
Certainty equivalent value, 121–123, 130, 138–139
Challenges, of decision making
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