If we are like most Americans, common sense plays a big role in the decisions we make.

When we shop for groceries, let’s say, do we buy the peanut butter that’s expensive or a brand that’s cheap? Well, the answer depends on our priorities. We might buy the expensive brand if we know we won’t actually eat the cheap brand because we don’t think it tastes as good.

These types of decisions, though larger in scope, are made in the business world on a daily basis, whether the business is small or a corporation employing thousands. And if you are responsible for making decisions on behalf of a company, your choice ordinarily comes down to who offers the most effective service for the most reasonable price.