Every Decision You Make is Emotional
I know we all like to think of ourselves as rational beings but, unfortunately, this isn’t what the science tells us. In order for us to do anything at all we need to be motivated and motivation is always affective. The components that make it up are split, equally, into Approach and Avoidance. The former makes us gravitate towards certain choices (like eating something sweet instead of spinach) and the latter makes us avoid other choices (like doing a lot of hard labor for no reward). When our emotional choices are aligned with our ideas, opinions and principles we find it easy to justify them using rationality so that the choices we made appear logical. When they’re not, we stick to our guns, obey our emotions and put our unwillingness to bow to reason to such unquantifiable qualities as “gut feelings”, a “sixth sense”, or a “bad feeling”. We all live now in what the military calls a VUCA world where VUCA stands for Volatility, Uncertainty, Complexity and Ambiguity. In case
