A comparison is not fair if the option you want gets optimistic income, forgotten costs and every emotional benefit, while the other option gets its worst possible version.
Give both options the same standard
- Use equally credible assumptions.
- Include connected costs in both.
- Name benefits and disadvantages in both.
- Test a cautious version of the preferred option.
The aim is not neutrality for its own sake. It is to make sure your hope is informed rather than protected from evidence.
A choice can still be worth making after a fair comparison. In fact, that is a stronger yes.