"Two roads diverged in a yellow wood, And sorry I could not travel both and be one traveler, long I stood and looked down one as far as I could to where it bent in the undergrowth..." -Robert Frost

A distinguished New England poet speaks about roads, paths and choices.  Choices are easy when you are presented with both a very poor and a very good possibility; however, when circumstances offer us two seemingly equal alternatives, we are truly challenged.  Various elements of criteria may aid us in our determination, or perhaps external factors will hold sway over the ultimate decision.  So, what exactly is the tiebreaking issue that causes us to select one alternative rather than another?  Benefit...benefit...BENEFIT!  
  
"...then took the other, as just as fair, and having perhaps the better claim, because it was grassy and wanted wear; though as for that the passing there had worn them really about the same and both that morning equally lay in leaves no step had trodden black..."

The real challenge is how we evaluate all potential benefits offered in any business proposition. Too often, our thought process is one-dimensional, linear and time fixed. This means that our perception of the offer is based upon immediate gratification rather than long-term value.  Often, the value of an offer takes time to reveal itself.  Elements like customer service, superior quality or extended-period fixed-pricing may not seem impressive on bid opening day; however, if a construction project is put on hold or the project must be loaded with furnishings before the elevators are permitted, these elements might look very good indeed.  Therefore, the evaluation of potential benefits in any offer must be weighed outside of the constraints of immediacy.  We must equitably adjudicate the value of all paths. 
 
"...I shall be telling this with a sigh somewhere ages and ages hence: Two roads diverged in a wood, and I-I took the one less traveled by, And that has made all the difference."

Walking a leafy pathway on a crisp autumn day stimulates our senses and peaks our curiosity about what may lie beyond.  As we round the curve, expectations rise and we glimpse a more clear view of our intended trail.  As with a stroll on a sunny autumn morning, don't prejudge those forks in the road; choose carefully your intended path, with an eye toward the ultimate accrued benefit.