![]() We’ll dive deeper into those in the next two sections. A second very important insight from his work is that our decisions are driven by heuristics and biases. Kahneman’s work demonstrates that people struggle with statistics and cannot reason the probable outcomes of their decisions. However, the decision of the person you’re trying to convince isn’t based on this rational information. We love to tell someone about the benefits of our products or services or ideas. We often try to convince somebody with rational arguments or facts. When trying to influence someone, we tend to forget they are irrational too. Somehow we can accept our irrationality, or at least understand it when it’s explained to us, but we keep making the same mistake with others. ![]() We’ll explain them in the next section.Ībove all, we all have to accept that we are irrational human beings almost all the time. These shortcuts are also called heuristics. But what system 1 primarily does is rapidly sift through information and ideas without you even noticing it by prioritising whatever seems relevant and filtering out the rest by taking shortcuts. First, it takes care of our more familiar tasks by turning them into autopilot routines, also known as habits. There are a few ways our automatic system lightens the load on our deliberate system. Your automatic system’s primary task is to protect your system 2 in order to prevent cognitive overload. If you had to consciously process all these decisions your brain would crash. Or deciding to take the stairs or elevator. It could be taking a step to your left or right when talking. These differ in difficulty and importance. On average we all have about 35,000 decisions to make each day. Kahneman demonstrated that we’re (almost) completely irrational. Foremost, however, he revealed the power of the subconscious mind where we all tend to think we’re rational human beings who think about our decisions and about the things we do. He showed how the two thought systems arrive at different results, even though they are given the same inputs. It was a breakthrough into the lack of reasoning in human decision-making. Kahneman’s additional discovery of the bandwidth of each system was what made this research so significant.
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