Find the contrarian truth. Where is conventional wisdom wrong? That's where the upside is.

Consensus gets you consensus results. The interesting question is what would make this 10x better — raise the ceiling, not the floor.

- The decision is specific enough to disagree with
- Trade-offs are stated, not hidden
- You'd still make this call in six months
- It's uncomfortable because it's real
- Raising the floor when you should raise the ceiling is the default failure mode
