“That’s been one of my mantras – focus and simplicity. Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple. But it’s worth it in the end because once you get there, you can move mountains.” – Steve Jobs

For leaders within airlines, choosing which technology projects to allocate capital towards is a key decision that has lasting ramifications. This decision takes place in the context of an incredibly complex landscape and is influenced by differing agendas. Leaders are tempted to design a robust and often complicated project intake process that models financial return, risk, and expected benefits. However, research suggests that there is a better way.