Rolf Dobelli

The failure to think clearly, or what experts call a ‘cognitive error’, is a systematic deviation from logic – from optimal, rational, reasonable thought and behaviour.

you can never make a perfect decision. Aiming for this is, given the flood of possibilities, a form of irrational perfectionism. Instead, learn to love a “good” choice. Yes, even in terms of life partners. Only the best will do? In this age of unlimited variety, rather the opposite is true: “Good enough” is the new optimum (except, of course, for you and me).

according to many studies, such as those conducted by Harvard’s Dan Gilbert

speech by Nazi propaganda minister Joseph Goebbels

conclusion: When it comes to pattern recognition, we are oversensitive.

be skeptical whenever a company claims its product is better because it is “the most popular.” How is a product better simply because it sells the most units? And remember English novelist W. Somerset Maugham’s wise words: “If fifty million people say something foolish, it is still foolish.”

No matter how much you have already invested, only your assessment of the future costs and benefits counts.

Advertisers have learned to capitalize on this, too. Instead of focusing on an item’s benefits, they create a story around it. Objectively speaking, narratives are irrelevant. But still we find them irresistible. Google illustrated this masterfully in its Super Bowl commercial from 2010, “Google Parisian Love.” Take a look at it on YouTube.

Whenever you hear a story, ask yourself: Who is the sender, what are his intentions, and what did he hide under the rug? The omitted elements might not be of relevance. But, then again, they might be even more relevant than the elements featured in the story, such as when “explaining” a financial crisis or the “cause” of war. The real issue with stories: They give us a false sense of understanding, which inevitably leads us to take bigger risks and urges us to take a stroll on thin ice.

you’re still with me, I have one final tip, this time from personal rather than professional experience: Keep a journal. Write down your predictions—for political changes, your career, your weight, the stock market, and so on. Then, from time to time, compare your notes with actual developments. You will be amazed at what a poor forecaster you are. Don’t forget to read history, too—not the retrospective, compacted theories compiled in textbooks, but the diaries, oral histories, and historical documents from the period.