Elise Paramore

According to the Oxford Dictionary a decision is "A conclusion or resolution reached after consideration". Decisions form the basis of our day-to-day lives, from the most mundane to the more substantial that require time and effort. As a marketing student, I've been exposed to the importance of effective decision making. Making a good decision can be the difference between survival or failure, especially with the growth of competition and innovation. What I personally find interesting is the argument of scientific versus intuitive decision making. I first came across this idea during my A-Level studies. Scientific decision making is using logical techniques such as probability and expected value to come to a final decision (Read more here ) The above diagram demonstrates the scientific decision making process. It suggests to start with setting objectives, usually SMART (Specific, Measurable, Achievable, Realistic and Time-Based) in order to provide direction and