A note from Daniel

When a decision feels right, we have a hard time explaining why we did what we did. Again, the part of the brain that controls decision-making doesn't control language, so we rationalize. This complicates the value of polls or market research. Asking people why they chose you over another may provide wonderful evidence of how they have rationalized the decision, but it does not shed much light on the true motivation for the decision.

Daniel Start with Why, page 57 · July 7, 2023 Save to shelf
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