Steve Brazell — American Brand Strategist and Agent of Clarity | Founder Hitman Inc | New York City | Kuwait City

Truth Serum Blog by Steve Brazell Brand Strategist and Business Growth Expert

Internationally recognized brand growth expert Steve Brazell highlights smart, short, and powerful ideas to grow your brand, win new customers, and keep them longer.

Decision Fatigue


On average each one of us is struggling to sift through about 17GB of data every day. Science calls it Decision Fatigue—when faced with so many choices, our ability to make quality decisions dramatically deteriorates, leading us to make poor choices, or sometimes no choice at all.

Experiments conducted first at Case Western and then at Florida State University concluded that there is a finite store of mental energy for exerting self-control — a key component in making good decisions.

The New York Times said, "Once you’re mentally depleted, you become reluctant to make trade-offs, which involve a particularly advanced and taxing form of decision making. Good decision making is not a trait of the person, in the sense that it’s always there. It’s a state that fluctuates."

Takeaway: To make better choices, reduce the number of choices you make each day, and make the most important decisions in the morning after breakfast, when well rested and blood sugar levels are high. Put simply, avoid making decisions when your tired.

See the related NY Times article here.