Decision making in today’s society is not an easy job. The important elements lie in thinking and judging rather than purely speed. With the development of society, doing business has become more complicated and many decisions demand higher level of intellectual thinking accordingly. Decisions such as launching a new product and targeting new customers involve thinking about where the niche market. In addition to this, most of the time, there will be more than one option for leader to consider, such as attracting customers of younger age or of older age to buy the product. Leaders need to spend time weighing up the advantages and disadvantages of each option and judging which is the best choice.