In the 1970’s Richard Hodapp undertook a goal of defining the process by which businesses develop winning strategies. After dissecting case studies of the barons of American finance and industry, Mr. Hodapp honed in on a superseding principle: It is not the internal business decisions that make or break entrepreneurial success but rather it is the external decisions of customers that ultimately matter the most. Businesses not only have to create useful products, it is essential their customers decide to purchase them. Likewise, government leaders not only have to create good policies, they have to get them adopted. Richard tells his compelling story about the development of Decision MAPping, a tool to analyze the customer decision making process, e.g. what decisions customers make and how they make them.