This nor that

When there is only one option to choose, we naturally frame our decision-making around whether we want it or we don’t want it.

Though when there are two options to choose between, our decision-making can become a relative exercise – Do I want this one or that one?

When we do this, we exclude one very important option – Do I want neither? 

This can cause us to accept the relatively better option between the two, which we really don’t want at all.

You will make better decisions if you first consider each option in isolation before comparing them.

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