ing at decisions //
Soap costs 85 cents per bar, or two dollars for one. Which soap should you purchase?
It depends. It all depends on how much space and brand you like, how full your cart, and whether or not the person who took you to the market asks you to buy two.
It is easy to fixate on low-value decisions.
Some organizations spend more time thinking about a logo than they do analyzing where to put the new office. The one is emotional and of no economic significance, while the other is complex, confusing, and extremely expensive.
Maybe you’ve witnessed someone use emotion and focus to figure out a tip, but then impulsively use credit cards to pay for a vacation.
Marketers push us to think about the long-term implications of debt, going to a prestigious college, or the lifetime emissions associated with buying a particular car or house. We end up spending endless cycles thinking about trivial decisions that give us control over the world.
It is possible to believe that if you take care of the small things, the bigger ones will not matter. Or, the reverse.
The good news is that staring at a big, uncomfortable decision can pay off for thousands of small ones.
