The Best Decision-Making Is Emotional

Research in recent decades has shown that emotions are a crucial component of our decision-making process.

Even though his IQ was high and his language and mathematical abilities seemed intact, his emotional capacity had been severely limited to the extent that he was unable to make basic decisions, like prioritization of tasks and scheduling.

This and other similar cases became the foundation for Damasio’s so-called “somatic marker” hypothesis. It posits that emotion registers in the body through phenomena like a racing heart, frowning forehead, butterflies in the stomach, etc. These sensations help us consciously and subconsciously filter data sets of information.

We then make choices based on what we think will allow us to feel good in the future. Without these “somatic markers,” even the most basic decisions are overwhelming. (This theory gives a whole new meaning to common aphorisms like “trust your gut” or “follow your heart.”)

Barrett believes that our brains follow the scientific method, perpetually constructing hypotheses through prediction and then testing them against the data of sensory input

One of my mentors, Joe Hudson, goes a step further with what he calls the “Golden Algorithm.” It’s the idea that any problem you’re experiencing has a corresponding emotion you’re trying to avoid. By evading that feeling, you’re actually more likely to amplify it.

Let’s apply the Golden Algorithm to the previous example of the founder who tends to avoid confrontation. Because they’re afraid to deliver critical feedback, they’ll likely become resentful of their colleagues. After all, their frustration has to go somewhere, so it gets trapped internally and festers

If we’re resisting (consciously or unconsciously) a certain emotional experience, then we’ll make intentional choices to avoid feeling that way. If, as a startup founder, you are uncomfortable with the sensations of anger or frustration, you’ll likely avoid potentially confrontational situations, like giving necessary critical feedback or setting clear boundaries with others.