The typical idea stepping up to the majority of chip shots is to hit it as close to the pin as possible, without really evaluating the shot thoroughly. James Reeson believes this is a massive mistake by most amateur golfers and can lead to wasted chances on the course. 

When assessing a chip shot oppurtunity, James believes the first thing that needs to be looked at is the slope of the green and how that will affect the choice of shot. If the green slopes dramatically down hill or right-to-left, the sensible option is leave yourself an uphill putt, where you will convert most of your birdie putts compared to downhill. 

The second assessment would be the amount of risk you actually need to have when playing the shot. Some golfers tend to pick a very high tariff shot like a lob or flop shot, creating very little room for error. Compare this with a simple 'bump-and-run' or low chip shot that is easier to play and is the percentage option. 

By evaluating the chip shot first instead of aimlessly targetting a tough pin, you will begin to leave yourself in the best possible position to make more birdies.