Switch off your rational mind from time to time

You’re facing a difficult decision. You need to choose Option A or Option B; perhaps you’re considering a pivot of your business or the introduction of a new product.

You’ve weighed up the pros and cons and still don’t know what to do.

Imagine a purely rational donkey — “Buridan’s donkey” — that is exactly as thirsty as it is hungry, standing precisely between a well of water and a trough of hay.

With his purely rational reasoning, the donkey will be equally drawn to the food and the water. It will be unable to make a choice and will eventually die of hunger and thirst.

Don’t be this donkey.

Listen to your gut, follow your instincts and trust your emotions.

Switch off your rational mind. Make a choice.