We all make multiple decisions every day. Some are of little importance, such as deciding which shirt to wear, while others can have future consequences, such as which ultrasound machine to purchase.
Research on human psychology shows that our decision-making is flawed by biases and irrational thinking. According to Chip and Dan Heath, authors of the book Decisive, we struggle to make good decisions in four ways: narrow framing, confirmation bias, short-term emotion, and overconfidence about the results of a decision.
Narrow framing means we typically make decisions based on the information directly in front of us and how we interpret that information while ignoring other sources that could broaden our understanding. Perhaps we have always purchased trucks as practice vehicles, rather than considering a large SUV or even a van. Because of our narrow focus, we could miss some significant advantages of other types of vehicles. When we encounter what appears to be a choice between two options, narrow framing might cause us to see it in binary terms, missing better options.
Additionally, many of us do not consider the opportunity cost of each decision, or what we might have to give up for each choice we make. For example, an SUV with a rear hatchback can shield you from rain or snow as you gather your supplies at an ambulatory call, which sure beats having your supplies get wet when you lift the wings of a Bowie unit in bad weather. However, the SUV doesn’t allow you to have a hot water system on hand, and you will have less storage space dedicated to veterinary supplies.
Confirmation bias is the psychological tendency to search for, interpret, favor, and recall information that confirms or supports your preexisting beliefs while ignoring or dismissing contradictory evidence. We all tend to seek out facts that support our preferred decision rather than weaken it. Thus, when analyzing options, confirmation bias leads us to gather only supporting information.
If you believe driving a van does not fit with the identity of an equine veterinarian, chances are you will not even investigate whether it would be a good transportation solution. This is an example of how an emotion or perception could distort your judgment. Sometimes, a short-term emotion leads to a snap decision that ends up being a disappointment. Perhaps your newly purchased used vet truck has been in the shop for repairs twice in one month, and you are so frustrated by the inconvenience that you trade it in for a brand-new model that costs you significantly more, both in operating costs and the higher purchase price.
In this case, you might have been confident in your decision to buy a used truck initially, but as you lived with the choice, your overconfidence in the outcome left you unprepared for the future trouble. Then, you made your snap decision to replace with confidence but without adequate research, leading to another unexpected outcome.
Final Thoughts
To make better decisions, the authors of Decisive recommend widening the options you consider, reality-testing your assumptions, taking time before making your final decision, and preparing to be wrong.
Related Reading
- Business Briefs: Implementing Lasting Change in Your Practice
- Business Briefs: What Is Your Practice’s Competitive Advantage?
- Business Briefs: The Importance of Personal Accountability
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