35,000 Decisions...

I’ve worked in what is known as ‘the advertising industry’ for over two decades. And I started job shadowing on commercial shoots at the age of 12.

I didn’t get into this career eager to manipulate people into buying stuff they don’t need – my motivation is much deeper than that.

I want to help people take back control of their mindless decisions by using creative messaging and choice architecture that makes it easier for people and entire communities reach their potential. 

I genuinely believe, and this is probably controversial, that there are very few bad people in the world, but instead, lots of good people in bad situations. This means the challenge isn’t to make people better per se, but to create a world - an environment - where we can all succeed rather than fail. That is our job as choice architects.

Let me explain. 

Every day, each of us makes about 35,000 different decisions. That’s a lot. In fact, way too many to actively and deliberately choose. (paralysis by analysis is real). This means that most of our daily “decisions” are actually the product of habit, environment, and influence.

Now that might sound cynical - that we’re all either running around on autopilot, living mindless lives, or that we’re helpless victims of the advertising industry. But I actually see this as an incredible opportunity, and you should too. Here’s why. It has everything to do with how we understand the relationship between willpower and decision-making. 

Psychologist Benjamin Hardy says “Willpower isn’t enough. Thus, it’s not free will or determinism. It’s not choice or environments. Instead, it is choice and environment. More directly, it is the choice of environment. You are responsible for shaping and choosing the environments that will ultimately shape the person you become and the destiny you have. 

This is the biggest secret of the world’s most successful people. It’s why we see so many videos about elaborate morning routines. 

Those who achieve greatness, actively and deliberately choose their environment, and that includes everything from how much sleep they get at night to the amount of time they spend on their phone, and yes, even ice baths. 

In this blog series I’ll explain how you can leverage the power of behavioral psychology to influence yourself and others for good. To use this power ethically and responsibly. To influence people in positive ways. To help them take more control over the 35,000 decisions they make each day.

In short, to help us all reach our full potential. Thanks for joining me!