A small tech startup is facing declining sales and is considering whether to pivot their product line or invest in marketing their current offerings. Which strategic decision-making principle should they prioritize to ensure they choose the best course of action?

They should prioritize a data‑driven hypothesis‑testing approach, treating each option as an experiment that can be measured before committing large resources. By launching a small marketing test or a prototype of a pivoted product, they can collect real sales data and customer feedback. This lets them see which action actually improves revenue, keeping costs low while learning. For example, a 10‑percent ad spend on a niche segment could reveal whether marketing alone lifts sales; if not, they can pivot instead. Thus, iterative, evidence‑based decision making ensures the startup chooses the best course.