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How to Choose
David Freemantle
The topic of this book lies at the heart of not only most of business but most of our human interactions - choice. Every day, each of us makes millions of micro-decisions, which add up to describe our behaviour. These choices will influence the way we are perceived, the effectiveness of our businesses and more. David Freemantle, once on the board of a major airline is familiar with the decision making process in business, but this isn't a decision analysis book. Instead it suggests that there are no big decisions, but rather than every big decision is really the composite of hundreds of minor decisions. You might not agree with everything in this book - I have to disagree with the author that every decision is inherently emotional, even the apparently logical choice based on price of a source for a tin of beans (say), but Freemantle's arguments are bound to spark discussion and get you thinking about the fascinating subject of choice. Despite the title, and some suggestions, I don't think this is really a 'how to' book - it's more about getting an understanding of the process of choice. But that isn't a bad thing.
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