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The 'SAFER' option for Decision Making


What frameworks or strategies do you implement when evaluating options before making ‘customer focused’ decisions?

I would like to introduce you to the ‘SAFER’ Option for Customer Focused Decision Making

For those that know me well, you know I like to deal with acronyms.

Why acronyms? It is because helps you remember and sequence.

So we have the 7 ‘FOCUSED’ Habits for highly effective meetings and the PLATO values for purposeful connections.

And now we have the SAFER option for people/customer focused decisions.

So what do they stand for?

When aiming to make a customer focused decision…could be whether you are planning to launch a new product or feature for example….evaluate the decision against these 5 qualities.

Is it:

  • Simple

  • Attractive

  • Fast

  • Easy

  • Remarkable


This takes into consideration James Clear’s Atomic Habits…to maintain a habit they have to be obvious, attractive, easy and satisfying.

Also inspired by Seth Godin’s mantra of always aiming to make things that are ‘remarkable’…products and services that people would want to ‘remark’ about.

And finally my great great mentor ‘Mike Kilgore’s philosophy that things should be Fast, Simple and Easy.

Combining these 3 great minds we’ve come up with the SAFER option for decision making.

Hope that helps gang…’embrace the struggle’ and have a great week.

I would love to learn more about how you evaluate options before making decisions…feel free to comment below?

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