One of the difficulties in evaluating alternatives, from my industry experience, and for which you may experience as you conduct the cost benefit analysis for your group projects, is in trying to justify benefits that are considered "soft", i.e. they are not easily quantifiable - or at least are difficult to gain agreement on across an organization. For example, predicting when and how much an initiative will increase sales revenue can be difficult to forecast versus an initiative that will cut costs by reducing or eliminating labor costs. For this discussion board, identify an example from your own experience, work or otherwise, where justification of an initiative or investment was complicated by the difficulty of predicting its quantifiable benefits. If you can't identify one, then maybe use one of the ideas demonstrated in the Ideo video, pertaining to the products they develop or even the way the company is managed and run.