The expert and the optimizer

February 09, 2021 Blog by Cassotis Consulting

"Why optimize this task if I already know how to do it?"


In the business environment, it is possible to find people who share this view. After all, why invest time and effort in validating your daily decisions through an optimizer?


It is worth answering this question by proposing another reflection: Why do people use apps like Google Maps and Waze to go to work every day? What motivates a worker to browse these apps, although he is an expert in making that decision every day? Why use them when it is very common for these apps to suggest the same route every day? Besides, when they don't propose it, the alternative routes may not be familiar to the driver or the route is only marginally faster than the usual one...


Applications are used because of their ability to compare all possible routes in any situation and also find the best ones. It is worth mentioning that even after the result, no one is obliged to follow the proposed route; however, the user is invited to criticize the optimized route based on their experience and then act, maintaining control over the decision. For atypical days - change in arrival time, a ride off the route, or an accident on the route - the user gains speed in the decision, while during "normal" days the application guarantees its normality!


This logic is easily transported to the business sector. Every specialist has their own way of producing their product, but can count on an optimizer to support their decisions:


  • How to produce if there is a price change in raw materials?
  • How to produce if there is an increase in demand?
  • How to assess gains and losses of making decisions that challenge current paradigms?


In any case, the optimizer is able to point out which are the most important trends to consider to achieve the best result. This way, it is up to the specialist to adapt and put them into practice.


Author: Guilherme Martino - Senior Consultant at Cassotis Consulting

                                      Co-author: Fabio Silva - Senior Manager at Cassotis Consulting