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Decide by David Wethey

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Chapter Seven

Choice is three-dimensional decision making

Choosing is different because of the way the brain – and committees – work

Choice is relative to what you can have, not absolutely about what you want.

(BEHAVIOURAL ECONOMICS: RED HOT OR RED HERRING? IPA 2010)

I suppose it is not surprising that choice fascinates me. I love TV programmes like Strictly Come Dancing, The Apprentice and Masterchef, not, sadly, the X Factor – I have tried. But I am warming to The Voice, and particularly to the idea of only turning round to face a candidate when I’m actively interested! After nearly 25 years facilitating the search and selection of advertising and communications agencies, I am fascinated by both the search criteria (how were these guys picked?), ...

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