Our decision log · 3 September 2026
Lead with “decision intelligence”
RegretA real decision from building Decize, written down before the outcome.
- The decision
- Use “Decision Intelligence for Organizations” as the tagline, the page title and the meta description.
- Why, at the time
- It sounded like an established category, and being in a category people already search for seemed safer than inventing a name.
- What happened
- It is an enterprise business-intelligence category owned by companies with sales teams and a decade of backlinks. Unwinnable for a product with no customers, and the traffic it does attract is looking for dashboards. Replaced the next day with the terms an operations lead actually types.
- Lesson
- Picking a category you cannot rank in is choosing to be invisible in a respectable-sounding way.
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