Life is about decisions.

And some decisions have real consequences: elections, climate, health, education and more.

At Decide Campaigns we understand the decision-making process.

Through understanding comes influence.

When Decide Campaigns creates a campaign, we map, understand and influence the decision-making process.

Why understanding the process determines the decision

We have this fairy tale process for decision making in our minds: we evaluate the information rationally, develop a series of options and then compare the outcome of the various options to ultimately choose the best course of action.

But the science of decision making proves this thesis wrong.

Instead, we tend towards snap decisions and later use cherry-picked evidence to rationalize our choice.

For more, here is a TED talk by Decide Campaign’s founder, Stephen Carter:

There's the way we *think* we make decisions rationally, and then there's the messy reality: quite often, we're rationalizing a decision that's full of hidden bias and blind spots. Stephen Carter takes you on an entertaining romp through why most decisions are entirely human in terms of how they're made, and what we can do to be more aware of our own blind spots.