Having more than one priority is one of the reasons why decision-making in some companies feel so difficult. Imagine we are SuperSafe Corporation and we build, well, safes. Let's suppose we want to build the safest, most affordable safes. But wait. What does that actually mean when faced with a decision among the two attributes? For example, when faced with a decision between two different materials, one of which is safer but more expensive, what do we do? Do we make it safer? Or more affordable? Making both attributes a priority turns every decision like this into a struggle. Now just imagine having 10 priorities as many companies do. If, however, our priority was to make the safest save under 10,000 bucks, then the decision basically makes itself. If it fits in the budget, then go for the safer material. Else don't. Basically, we have turned one of the priorities into a constraint. When we have two priorities at the same time, it means that we want two different things at the same time. And this can easily lead us into a conflict. Having constraints is different. Wanting to do one thing but knowing that there's a border you can't or won't cross is a totally different game. You prioritize one thing as long as you don't cross that border. So, what's your priority? Keep lighting the path!