Optimism bias often enters quietly: a preferred option is selected early and the analysis is then shaped to support it. Benefits expand, risks soften and the shortlist narrows.
A case built this way can still look complete, but scrutiny exposes the imbalance. Stronger decisions reverse the order by comparing options before the narrative is written.
BCG structures analytical work first. The narrative sits on top of a genuine appraisal, helping the preferred option withstand review because it has survived transparent comparison.