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Prioritizing Two Projects

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Your question is Prioritizing Two Projects. Take a moment with it on the right.

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Problem

You have two potential projects you can work on and need to know which to prioritize: one project reduces the automated call that welcomes a customer and forwards them to the sales team from 15 seconds to 5 seconds, and the other solves an issue where clients have trouble linking their old bank account to their new bank account. How would you decide which to prioritize?