Roger, It seems that for any WA, companies should define and evaluate multiple WTP/HTW combinations . i.e. there are almost always multiple ways to achieve objectives. By doing so, they will likely (I'm hypothesizing here) identify ways to win that they hadn't originally conceived. This approach (IMHO) will help them avoid going down one path and getting trapped.

Thoughts on this. i.e. define and consider multiple WTP/HTW approaches for any given WA?