Every poor outcome starts with the EASY choice.

Every failed business, unfulfilled dream, or unmet goal has the same commonality, the absence of HARD choices. Failure occurs not because of a lack of willpower, or poor planning, or limited resources. Failure results from choosing the EASY option to often. Yes, failure may manifest as a lack of willpower, poor planning, or limited resources. But when any failure is honestly examined you stumble upon the same root cause. Unmet goals result from a person making more EASY decisions and less HARD ones.

“Opportunity is missed by most people because it is dressed in overalls and looks like work.” Thomas Edison

Humans weren’t designed to make HARD decisions.

Humans aren’t designed to make good decisions. The problem starts with your brain. The brain’s primary objective is to keep you alive. The brain has evolved over the years to take in thousands of bits of information, determine what should be paid attention too, and then take action upon the most relevant bits of information. The notion of the “modern man” who is logical, calculated, and rationale is a lie we tell ourselves to create a false sense of control. Humans are ruled by emotion and subconsciously steered through the modern world running on the rules of our prehistoric past.

The recent advancement of technology has only made things worse in our effort to make better decisions. The lights, sounds, and buzzes addict our brain to stimuli. Our attention span continues to erode and our impulse control is under constant attack. With the availability of EASY choices, our modern environment is creating a perfect recipe for poor outcomes.