What it corrects
Teams often use one decision process for every choice. They over-analyse reversible experiments and under-analyse commitments that cannot be cheaply undone. The door test matches speed and evidence depth to reversibility.
A two-way door can be reversed after learning. A one-way door creates lasting contractual, reputational, organisational, or capital consequences.
How it works
- Separate the reversible and irreversible parts of the choice.
- Estimate the time, money, and trust required to reverse it.
- Shrink the first move until it preserves useful options.
- Set a higher evidence threshold only for the remaining one-way part.
In a Business Case Weekly case
In the Booking case, testing one acquisition channel or market can be reversible. Rebuilding contracts, incentives, and positioning across the whole network may not be. The method helps separate the test from the commitment.
In your answer
- “The reversible part of this decision is …”
- “The commitment that cannot be cheaply undone is …”
- “I would learn first by … and commit only when …”
Common misuse
Reversible does not mean harmless. Experiments still consume time, attention, and trust. Name the real reversal cost instead of using “two-way door” as permission to move carelessly.