Decisions are about comparison. If you have control over conditions, you have control over decisions.
Decisions are fundamentally about context, in the sense that context refers to the conditions in which decisions are made.
The easiest way to think about this is that making a decision is by definition the act of comparing conditions.
Change the conditions, and you change the decision.
The classic example of this is the comparison one makes between three similar items of low, moderate, and high price. The smart menu planner adds an item of high price that no one will ever buy, simply so that the mid-level item can be priced higher and still seem like the best choice by comparison. This is one example, there are thousands of others. Dan Gilbert gives loads of them here in this video:
Change the conditions, and you change the decision.
If you have control over conditions, you have control over decisions.
Posted by Kyle Cameron Studstill
