The authors show that a aim on "thinking first" before selecting may hinder with a deep comprehending of the matters splitting up persons and avert a good decision. Each path is best under specific circumstances. Thinking first works best when the topic is clear, data are dependable, the context is organised, thoughts can be pinned down, and discipline can be applied--for demonstration, in an established output process. Seeing first works best when numerous components should be blended into creative answers, firm promise to those answers is key, and communication across boundaries is essential--for demonstration, in new-product ...