
70 Navigating Strategic Decisions: The Power of Sound Analysis and Forecasting
The SDF approach builds on the broader decision under uncertainty model shown in Figure 5.2,
which involves a sequence of steps, the most signicant being surveying the external environment,
the industry, and the market in question and observing the workings of the company to understand
underlying dynamics. Then, the forecaster determines what needs to be known and what are the
known, knowable and unknowable, and controllable and uncontrollable factors around a strategic
decision. Identifying the real decision maker’s and key stakeholder needs, biases, and expectat ...