Quotes from John S. Hammond

The point is this: when you make even swaps, concentrate not on the importance of the objectives but on the importance of the amounts in question.

What makes all these traps so dangerous is their invisibility. Because most are hard-wired into our thinking process, we fail to recognize them— even when we're falling right into them.

Only fundamental objectives should be used to evaluate and compare alternatives.

Step 3: Separate ends from means to establish your fundamental objectives.

As its name implies, an even swap increases the value of an alternative in terms of one objective while decreasing its value by an equivalent amount in terms of another objective. In essence, the even swap method is a form of bartering—it forces you to think about the value of one objective in terms of another.

The way you state your problem frames your decision. It determines the alternatives you consider and the way you evaluate them. Posing the right problem drives everything else.

Decisions with multiple objectives cannot be resolved by focusing on any one objective.