How “What If” Thinking Turned a Risky Choice into a Smarter Business Move

The Decision That Almost Broke Craftivo Forge

Matt had been running Craftivo Forge’s shop floor for three years. He thought he’d seen it all.

The North Carolina factory buzzed with saws, sanders, and steady hands. They made custom furniture, and their name held weight across the Southeast.

Then came a sticky Tuesday in June—and a decision that nearly took them down the wrong path.

 

The Tempting Offer

“Matt, you’ve got to see this,” Michael said, waving a folder.

Michael handled procurement. He’d taken plenty of calls from vendors before, but this one had him excited.

A new lumber supplier from Georgia offered top-grade hardwood—20% cheaper than their current partner.

They’d worked with their usual vendor for almost ten years. Still, this new deal? It looked amazing.

“These savings could free up $78,000 a month,” Michael said. “Maybe more. They even promised faster delivery.”

Matt looked at the numbers. His mind spun with ideas. That kind of money could start a second shift. Upgrade tools. Help them stay sharp in a tight market.

It felt like a no-brainer.

“Let’s go for it,” Matt said. He reached for his phone. “We’ll cut our current orders by 30% and test the new guy.”

But just as he was about to dial, something made him stop.

 

The Pause That Changed Everything

Matt knew better.

A few years back, he’d rushed into buying a new machine. It went down in the first two months. They lost two weeks in production because of that machine. It cost them thousands of dollars.

Since then, Matt had learned to slow down—just long enough to think things through.

“Wait, Michael,” he said, setting the phone down. “Let’s ask some ‘what if’ questions first.”

Michael frowned. “What kind of questions? The deal speaks for itself.”

“Exactly why we should ask. When something looks perfect, we need to ask what could go wrong.”

 

Uncovering Hidden Risks

Matt wrote “What if…” at the top of a page.

“What if their quality isn’t up to our standard?” he asked.

Michael nodded. “We’ve seen samples.”

“From their best batch,” Matt said. “But what if they can’t keep that up? One bad shipment could wreck our schedule.”

They kept going.

• What if they can’t handle our volume?
• What if this price is bait—and they hike it later?
• What if they go under next year?
• What if our old supplier cuts ties for good?

They wrote down twelve “what if” questions in total. Some were about risks. Others were about what might go better than expected.

One thing was clear: they needed more facts before jumping in.

 

The Investigation

Over the next two weeks, Matt and Michael did their homework.

They toured the new supplier’s plant. Talked to three of their current customers. Asked for new samples from different batches.

They also had a heart-to-heart with their old vendor.

The truth? The new place looked great—but they were already running, at near full capacity.

Two clients mentioned delays in busy months. And their quality control wasn’t quite at Craftivo’s level.

 

A Better Plan

Matt didn’t ditch the new supplier—but he didn’t gamble the whole business on them either.

He and Michael went back to their current vendor. They shared the offer and asked for better terms.

The conversation wasn’t easy. But in the end, the old vendor agreed to lower prices by 12% and speed up deliveries.

They also gave the new supplier 15% of their orders. That way, they gained savings without risking too much.

“Those ‘what ifs’ saved us,” Matt said six months later. “And they helped us spot a better deal we hadn’t even thought of.”

 

How to Make “What If” Work for You

Matt’s pause helped Craftivo dodge a bullet—and sparked a smarter way to make choices.

Here’s how you can build the same habit:

1. Ask Before You Act

Don’t wait until you’re deep in. Ask “what if” while your mind’s still open.

2. Think Both Ways

Look for problems, sure. But also ask: “What if this works out even better?” That’s how they saw the chance to re-negotiate.

3. Involve Your Team

Different people see different things. Michael thought of volume issues. Matt saw quality risks. Together, they caught what each other missed.

4. Write It Down

Jot your questions and ideas. It helps you think and gives you a record for next time.

5. Focus on What Matters Most

Not every “what if” is worth chasing. Pick the ones with high risk—or high payoff—and make a plan.

6. Update as You Learn

As new facts come in, shift your thinking. A flexible plan beats a perfect one.

7. Use It for Wins Too

“Could we ask for better terms?” turned out to be the golden question. “What if” isn’t just about avoiding pain—it’s about spotting gains.

The Bigger Picture

Craftivo used “what if” thinking for all kinds of calls—from buying tools to hiring staff.

They’ve skipped several near-mistakes. They’ve found deals they would’ve missed.

~ Good decisions aren’t just about info. They’re about asking better questions.

In fast-paced business, one wrong move can cost big. But the right pause? It can protect your money, your name, and your team.

Sometimes, the smartest step is asking, “What if?”

The Lesson

Asking “What if?” doesn’t just protect your bottom line—it protects your future.

Craftivo could have made a costly switch. Instead, they found a better way.

One simple habit made the difference.

Why “What If” Works

Most mistakes don’t come from bad intent. They come from tunnel vision.

You see the big win, and you move. Fast.

“What if” forces you to zoom out. It slows you just enough to spot what you’d miss otherwise.

Think of it as insurance. You’re not stalling—you’re scanning the road ahead.

Skip this step, and you don’t just miss danger. You miss leverage. Craftivo turned a risk into a win by pausing. That’s the power of a well-timed question.

How to Make It a Habit

You can turn this into a routine.

Here’s How:

Trigger the Pause
 Set rules. For big choices—like new vendors or large buys—always stop to ask.

Frame Both Sides
 What if it fails?
  What if it works even better than planned?

Both views matter. One keeps you safe. The other opens doors.

Write, Rank, Respond

 List your “what ifs.”

•         Sort them by risk and chance.
•         Focus on the top three.
•         Then make a simple plan for each.

Make It a Team Thing
 Use a shared doc or agenda. Let others add their own “what ifs.” You’ll catch more and move as one.

When to Skip It

Don’t “what if” everything. That can freeze progress.

Quick test:
  Big risk + hard to undo? → Pause and plan.
  Small risk + easy to fix? → Move and adjust.

Use the tool where it counts most.

It’s not overthinking. It’s protection—from wasted time, lost money, and headaches you could have dodged.

A Smarter Way to Decide

In business, it’s easy to rush toward shiny deals.

But the best teams don’t just act fast—they see clearly.

So next time a deal looks too good to pass up, don’t just ask, “Can we?”

Ask, “What if we do?” That pause might show you a smarter path.