How We Make Better Decisions: Using the “Choose by Advantage” Method at Anderson Porter Design
At Anderson Porter Design, we believe that great architecture isn’t just about aesthetics, but about making the right decisions at the right time. Whether we’re revitalizing a historic structure or designing a cutting-edge facility from the ground up, we rely on a trusted process to guide our choices: the Choose by Advantage (CBA) decision-making system.
Developed by Jim Suhr and detailed in his book The Choosing by Advantages Decisionmaking System, Choose by Advantage is a practical system for making sound decisions, especially when many variables are in play. Unlike more common methods that rank or score options based on personal preferences, CBA is rooted in facts. It emphasizes the importance of each advantage, not just the number of features or benefits a choice offers.
Brian Anderson managing a team
If you’re like me, then you heavily utilize Pros and Cons lists when making decisions. CBA is a more advanced version of mapping out advantages and disadvantages, all while revealing the biases you may have towards certain alternatives.
In simple terms, instead of asking, “What do we like best?”, we ask, “What matters most, and why?”
How CBA is Used in Architecture
In architecture and design, we’re constantly navigating complexity. Projects have layers of budget constraints, performance requirements, and design goals. The CBA method helps us cut through that complexity by:
Focusing on real differences between options
Clarifying compromises without oversimplifying
Building consensus among clients, consultants, and team members
Making transparent choices that everyone can understand
For us, it’s about aligning decisions with project values and long-term outcomes.
Let’s say we’re selecting an HVAC system for a sustainable building. Cost, energy efficiency, noise level, maintenance, and carbon footprint are all on the table. Rather than lumping these into a generic scorecard, we:
List the alternatives (e.g., three HVAC systems)
Identify the attributes that matter (e.g., lifecycle cost, energy use, flexibility)
Determine the advantages of each option (i.e., how each differs in meaningful ways)
Judge the importance of those advantages based on project priorities, not gut instinct
Choose the option with the greatest total importance of advantages
By focusing on the importance of each real-world difference, we make decisions that are value-driven, and not based on popularity.
From material selection to big-picture programming decisions, CBA shows up frequently across our workflow. It’s especially useful during early design phases, where foundational choices have long-term consequences. It also builds trust with our clients, who always appreciate a clear, reasonable process behind every recommendation.
At Anderson Porter Design, we don’t just design buildings, we design outcomes. The Choose by Advantage system helps us do that with clarity and confidence.
Have a complex project with tough decisions ahead? Let’s talk. We’d love to show you how smart thinking leads to smart design.