our brains evolved to create certainty and order. We are uncomfortable with the idea that luck plays a significant role in our lives. We recognize the existence of luck, but we resist the idea that, despite our best efforts, things might not work out the way we want. It feels better for us to imagine the world as an orderly place, where randomness does not wreak havoc and things are perfectly predictable.

this idea of casting yourself into the future, imagining a failure, and then looking back to try to figure out why is called a premortem. Using a premortem is a great tool to help develop high-quality kill criteria.

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What makes a decision great is not that it has a great outcome. A great decision is the result of a good process, and that process must include an attempt to accurately represent our own state of knowledge. That state of knowledge, in turn, is some variation of "I'm not sure."

SIX STEPS TO BETTER DECISION-MAKING Step 1 — Identify the reasonable set of possible outcomes. Step 2 — Identify your preference using the payoff for each outcome — to what degree do you like or dislike each outcome, given your values? Step 3 — Estimate the likelihood of each outcome unfolding. Step 4 — Assess the relative likelihood of outcomes you like and dislike for the option under consideration. Step 5 — Repeat Steps 1–4 for other options under consideration. Step 6 — Compare the options to one another.

Thinking in bets starts with recognizing that there are exactly two things that determine how our lives turn out: the quality of our decisions and luck. Learning to recognize the difference between the two is what thinking in bets is all about.

Over the past forty years, researchers in well over a hundred subsequent studies have replicated and expanded on Thaler's initial work. The early demonstrations of the endowment effect in the lab were quite simple. In one of Jack Knetsch's early experiments, students signed up for the task of completing a questionnaire. Before filling it out, one group of participants received their payment in the form of a coffee mug. A second group received payment in the form of a big chocolate bar. (A third group was offered a choice between the two as a fresh decision with no prior ownership of either. This group split pretty evenly, favoring the mug 56%–44%.) Knetsch wanted to know whether ownership of the mug or the chocolate bar among the first two groups would change how the participants valued those items. To do that, after completing the questionnaire, he gave the participants in those groups a chance to switch their payment for the other item. In other words, the students with the mug could trade for the chocolate bar, and the students with the chocolate bar could trade for the mug. If there was no effect of ownership, you would expect that the first two groups, after trading when they preferred the other item, would end up with the same proportion of mugs and chocolate bars as those who came to the decision fresh. About half the participants in each group would trade, perhaps slightly more in the group that started with the chocolate bar and slightly fewer in the group starting with the mug. But that's not what Knetsch found. It turned out that endowment to an item, even for such a brief period of time, had quite a strong effect on how much value they attached to the items. Of those given the mug, 89% declined to trade it for the chocolate bar. Among those given the chocolate, 90% favored the chocolate and only 10% traded it for the mug.

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It doesn't so much matter where we end up as how we got there. What has happened in the recent past drives our emotional response much more than how we are doing overall. That's how we can win $100 and be sad, and lose $100 and be happy.

There are many reasons why wrapping our arms around uncertainty and giving it a big hug will help us become better decision-makers. Here are two of them. First, "I'm not sure" is simply a more accurate representation of the world. Second, and related, when we accept that we can't be sure, we are less likely to fall into the trap of black-and-white thinking.