How NASA, Special Forces, and Apple Make Better Decisions: The Stepladder Technique

Coming up in today’s edition:

1. The Stepladder Technique: Used by NASA, Special Forces & Apple

2. Execution: 5-step process for you to add to your leadership toolbox

3. Reflection: How to avoid the HIPPO effect on your team

1. A SMARTER APPROACH TO GROUP DECISIONS

Have you ever been part of a group discussion where one or two people dominate the conversation, while others quietly agree… or worse, don’t weigh in at all?

It’s a common dynamic, but it can lead to flawed decisions.

One tool to combat this is the Stepladder Technique, introduced by Steven Rogelberg in 1992.

Here’s the gist: instead of immediately discussing as a full group, start with a core of two members and then follow these steps:

• Get the duo to talk through the issue and their initial ideas.

• Then, one by one, other members join the discussion.

• Each new person presents their perspective before hearing the previous conversation.

This step-by-step approach ensures everyone’s voice is heard and fresh ideas are introduced before the group converges on a solution.

Why it works:

The Stepladder Technique encourages independent thought, reduces the influence of early speakers, and helps the group make better-informed decisions.

Elite teams know this and have quietly integrated similar approaches into their decision-making processes:

1. NASA’s Mission Planning Teams - Mars Rover Landing Strategy: 

• Before finalising the landing sequence for a Mars rover, a small group of propulsion and trajectory engineers starts by brainstorming potential entry and descent profiles.

• Once their initial concepts are set, they gradually add team members from the robotics, communications, and operations teams.

• Each new addition presents their perspective on how the landing might affect their systems and suggests refinements.

• By layering in viewpoints step-by-step, NASA ensures that no single department dominates the decision and that every critical factor is considered before the final sequence is locked down.

2. Special Forces Operations - Planning a High-Risk Extraction: 

• In a high-stakes hostage rescue scenario, the initial planning might start with just the mission commander and the intelligence officer.

• They outline the objective, gather the most crucial intel, and identify potential points of entry and exit.

• Once their preliminary plan is in place, they add a team medic who assesses how the plan accommodates medical risks and casualty evacuation.

• Then, a demolition expert joins to address breaching methods.

• Each new perspective builds on the previous discussion, making the operation plan more robust before the entire squad is briefed and finalised.

3. Leading Commercial Brands - Revolutionising Apple’s Retail Strategy:

Back in the early 2000s, Apple faced a challenge: how to regain control over how customers experienced their products.

Most computers were sold through big-box electronics stores, and Apple’s machines were often lost in a sea of grey PC towers. To stand out, Apple needed a radically different approach and to pull it off, they turned to the stepladder technique.

• It began with a small core team of top executives, including Steve Jobs and Ron Johnson, who initially outlined the concept of an Apple-branded retail space.

• They envisioned a place where customers could experience Apple products hands-on, guided by highly trained staff who shared the company’s passion.

• This small team debated the philosophy, the atmosphere, and the guiding principles behind the stores. They were clear on one thing: this had to be unlike any retail experience before it.

• Once the core idea was defined, they started adding new voices step by step. First, store designers were brought in to discuss how the physical layout would support a sense of discovery and creativity.

• Then, customer experience specialists weighed in on what kind of support and services would delight visitors—laying the foundation for what would become the Genius Bar.

• Next, supply chain and logistics experts joined the conversation to ensure that the stores would always be stocked with the right products at the right time. Each layer added new insights and improvements, refining the plan into something both practical and extraordinary.

When the first Apple Store opened in 2001, it was a calculated gamble… but it worked.

The iterative, step-by-step approach meant Apple didn’t rush into retail with a half-formed concept.

Instead, they arrived with a clear vision that had been rigorously tested and refined.

The result wasn’t just a place to sell computers; it was an entirely new way for customers to connect with the brand, setting a standard that many others have tried to emulate.

2. HOW TO IMPLEMENT THE STEPLADDER TECHNIQUE

Imagine you’re going into your next big group meeting and you have some important decisions to make.

Your team is diverse, talented, and full of ideas, but it’s also clear that some voices carry more weight than others.

You’ve seen what happens in conventional group discussions: a few outspoken individuals dominate, quieter team members hesitate to contribute, and ultimately, the final decision lacks depth and buy-in.

Consider structuring the discussion using Rogelberg’s stepladder technique:

Step 1: Start Small and Set the Vision

Your vision is the foundation of every decision that follows. It must be clear, compelling, and focused on a specific problem you’re solving.

• Define the “Why”: Articulate why this decision matters and what you hope to achieve. For example, Apple’s early retail strategy revolved around regaining control of the customer experience, not just selling more products.

• Get it on Paper: Write down the problem, the desired outcome, and the principles that will guide your decision-making. This ensures everyone understands the core mission from the outset.

Step 2: Build a Core Group of Trusted Experts

Before involving a larger team, start with a tight-knit group of key advisors. These are the people who will help refine your vision and test your assumptions.

• Select Your Inner Circle: Choose two or three individuals who bring complementary expertise and can challenge your thinking.

• Hold Focused Discussions: Schedule brief, focused sessions with this small group to map out the initial approach.

• Create a Draft Plan: With input from the core group, outline a draft strategy that serves as a starting point for future discussions.

Step 3: Bring in Additional Perspectives Incrementally

Adding voices in stages, rather than all at once, ensures that fresh ideas aren’t drowned out by groupthink.

• Add Stakeholders One by One: As each new person joins, let them share their insights before reviewing what’s already been discussed.

• Maintain a Structured Process: Start with functional leads (design, marketing, operations) before moving on to more specialised roles.

• Challenge Early Assumptions: Encourage each newcomer to question the draft plan. This ensures you refine the approach continuously.

Step 4: Test Your Assumptions and Prototype Early

Before making a full-scale commitment, run a small pilot or prototype to validate your strategy.

• Start Small: Choose one product line, region, or segment to trial.

• Measure What Matters: Establish clear success criteria—customer engagement, operational efficiency, financial return—and track them closely.

• Learn and Adapt: Use the pilot’s results to refine the overall plan. Identify what worked, what didn’t, and adjust accordingly.

Step 5: Consolidate and Move to Full Execution

Once the pilot confirms the strategy, it’s time to scale up. However, this step still involves thoughtful, structured rollout planning.

• Hold a Comprehensive Review: Bring the entire team together to review pilot findings and integrate the best ideas into the final strategy.

• Create a Step-by-Step Rollout Plan: Define phases, assign responsibilities, and set timelines to ensure everyone knows their role in the full launch.

• Implement Feedback Loops: Even after scaling, continue gathering feedback to refine and improve.

Amazon’s approach to rolling out Prime memberships in stages is well-documented in Brad Stone’s The Everything Store.

By following these steps and hearing from everyone in a systematic order, you’ll uncover ideas that might otherwise have gone unspoken and replicate the kind of structured decision-making process that drives success for world-class organisations.

3. ONE MILLION-DOLLAR QUESTION

Have you heard of the HIPPO effect?

The HIPPO effect happens when the highest-paid person’s opinion wins out, not because it’s the best idea, but because of their rank.

It can smother good ideas and keep teams from speaking up 👇

adamgrant

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So ask yourself this question:

The best leaders don’t just talk.

They listen. They make you feel heard, present, and valued.

There’s a simple way to think about listening —> The Three Levels.

Level 1: “Me” Listening

You’re hearing them, but your mind is tying everything back to your own life. You’re waiting for your turn to talk.

Level 2: “You” Listening

You’re locked in. You’re focused on them, not your response. You’re truly learning from what they’re saying.

Level 3: “Us” Listening

You’re mapping out the bigger picture. You’re listening not just to what’s said, but what it means—and how it all connects.

Most people never move beyond Level 1. But the most engaging, impactful people live in Levels 2 and 3. They don’t just hear you—they understand you.

This week, try it out.

Notice your default mode.

Push for more Level 2 moments.

Where could Level 3 deepen your closest relationships?

And if you are the “HIPPO”, try talking last in a meeting so as not to dampen the creativity of the group and see what happens.

MY TOP FINDS OF THE WEEK 🏆

For Your Performance

• Mel Robbins 🗣️ The one subtle word from Nike’s famous “Just Do It” tagline that can teach you everything you need to know about motivation (Video)

For Your Team

• Venture Capitalist Keith Rabois 🗣️ “Barrels & Ammunition” framework for building effective teams (Video)

For Your Health

• Steph Curry 🏀 One timeless, performance tool that transcends industries (Video)

Hope you enjoyed this week’s tactics. I’ll be back next Sunday with a new lineup 👋 - Alex 

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P.P.S. If you’re ready to take your leadership to the next level and gain personalised guidance tailored to your team’s needs, the Elite Team Leadership Programme is your next step. Join a community of senior leaders and founders, where you’ll receive expert training, actionable support, and the accountability needed to unlock your team’s full potential.