One proposal might be ranked nine out of ten, while another is eight out of 20; the first is pretty good but with limited upside, while the second is not so good, but has the potential to be great. The two cannot really be compared: One is a safe choice, but not likely to have a huge impact; the other is riskier, but ultimately may be more worthwhile.
以争取基金的商业计划为例。一份计划位列十项计划的第九位，另一份计划位列20项计划的第八位；签一份计划很棒，但上升空间有限；后一项计划没有那么棒，但有卓越的潜质。这两项计划其实并不可比：一项是安全的选择，但不可能产生巨大影响；另一项风险较大，但最终可能更值得。如果你是购买理应有效果的产品的顾客，你会想要第九名（共十名）的计划；如果你是自认为能增加价值的风险资本家，你会想要第八名（共二十名）。