Marshall’s desires (as driven by his intuition and entrepreneurial spirit) for opening a new facility and using an alternative
framework of analysis shifted the parameters of the situation and therein created a
better decision fit, as per the typology (see Table II). This decision (and therein the
process of decision making) later proved to be successful in that he did open a Coram
office on his own using his own resources and it was later absorbed into Sports Rehab
by Southampton Hospital.
Marshall’s solution to the problem was certainly risky, creative and very
unorthodox. The question is, how did he reach this solution strategy? How did he use
managerial uncommon sense to support his decision to disobey the CEO and risk
losing his job?
Marshall decided to ask himself, what would a successful entrepreneur like Michael
Dell[10] do in his situation. Marshall tried to address an uncommon situation by
referencing an “uncommon person”; a professed expert and success story in business
growth and development whose judgment would be perceived as extraordinary.