In contrast to such organizations as governments and universities, the prime criteria of business achievement are relatively definite and tangible. T… - Francis X. Sutton

It is characteristic of executive roles that they are specialized for the handling of situations which call for something more than routine action. When business executives are asked what is the essential content of their roles, they characteristically say, 'We make decisions.' This emphasis on decision-making is symptomatic of a specialized concern of executives with situations in which there is significant uncertainty as to the results of proper courses of action. (One does not make a 'decision' when there is a predictable, correct outcome, as in getting the sum of a column of figures.)

Businessmen have not shied away from the responsibility implied in Emerson's famous definition of a business as the lengthening shadow of a man. They have readily brushed aside complications and assigned crucial importance to the decisions of the guiding executives.

Characteristically, the factors determining, the outcome of business efforts are numerous, and difficult both to assess and control. The sale of goods on a more or less free market is, of course, one major source of these difficulties; the disposition of buyers are subject to only limited control and prediction. They in turn are influenced by those diffuse but important factors which go under the label of general business conditions. Even within the context of a given firm there may be conditions and possible courses of action (such as personal appointments, or the performance of certain equipment) which may be beyond ready prediction and control. A great part of the efforts of entrepreneurs is directed towards minimising uncertainties.