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Weβre back to decisions again. Think back to the most recent decision you made in your life. It doesnβt have to be a significant one. It can even be a trivial decision of purchasing a Classmate Octane Premium gel pen over a Pilot Retractable Premium gel pen. How much thought did you put into making this decision? Did you consider all possible factors: the tip type, material, color, grip type, weight, price, popularity? Did you assign weights to each factor and pick the pen that was mathematically the more optimal one? Unless you were conducting extensive research on developing a new pen for your company, or writing a thesis on the effects of one over the other, chances are you calculated a few pros and cons in your mind, such as cost and comfort, and picked the one that satisficed you.