In the world of construction, projects often vary in success, even when they seem identical on the surface. It's easy to point fingers at external factors, but a closer examination reveals that the difference lies in the decisions made throughout the project. These decisions, often made without fully leveraging past experiences, can make or break a project’s success. Take, for example, a project where I served as the commercial lead. We achieved an 11% margin, which seemed decent until I learned of another similar project that made a 14% margin. The difference? It wasn’t the materials, the design, or the scope. It was the team—the people and the decisions they made. This realisation led me to wonder: why do outcomes vary so widely when we've built the same thing so many times?