Why did I do that?

It’s a question we don’t ask ourselves enough. As small business leaders and entrepreneurs, it’s crucial to understand the human decision-making process. This week, we take a look at a Must-Read that does exactly that.

Jonah Lehrer’s How We Decide challenges the myth of rational, logical, even self-serving decision-making. Instead, it delves into the emotional reasons we do what we do.

Understanding the emotional basis of our choices doesn’t mean we’re powerless to act rationally. In fact, by embracing it, we become better decision makers — and better business people. 

Tune in, and hear the most powerful insights from this thoroughly researched look at what makes us tick. Then, apply them to your business. Click Play

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How We Decide by Jonah Lehrer