Most of the decisions we take are evaluated based on their outcomes. And so we find ourselves telling a story around how we chose that option over the other one because of that last minute information we got, or because of the underlying trend we picked up, or because of that opportunity that suddenly presented itself.

Of course, that is only a story. It’s called rationalization. The truth is, there is very little of rational in what we decide to do at any given time. Even in complex decision-making processes (B2B purchasing, for example), what eventually moves the needle is often an emotion, an opinion, a story better told, the friction between two parties.

How to keep the decision-making process in check is a better problem to address (vs how we can replicate good decisions/avoid bad ones). And understanding how people make decisions (all people) is essential to the career of each marketer.