My good friend Francois Gall tipped me off to a really great letter to shareholders from Amazon. There's a lot in it to think about: the link they see between their customer-driven focus and their unending quest to improve, their frank recognition that to make progress you have to accept you'll make mistakes, the consistency of their direction over time. But, the thing that struck me the most was that they admit there are at least two approaches to maximising business success. One (customer focus) which they've chosen and one (competitor focus) which they haven't. If the data and analysis tells you there's one best option, there's really no choice. In my experience, business isn't often like that. Usually, there are at least two sensible options (sometimes more) and all the analysis in the world can't show you which is best. When there are multiple directions that could lead to the results you want, then it's down to a real choice - and that's where leadership starts. When both could work, how do you make your leadership choice?