big picture/fine detail

A friend of mine is faced with a decision. A decision with two options. The problem is that both options are incredibly similar and so he is a little thrown. Chatting it over it seems to be that, to reach a conclusion, he can only rely on what he wants.

Is it that simple? That seems so selfish.

We discussed everything from the money and location to friends and family...but it all came out as swings and roundabouts.

I know what I'd do in his situation but it's not my decision to make. It seems what is incredibly important to me is a minor element for him.

What are your defining factors?