
If you had to consciously process all these decisions your brain would crash. Or deciding to take the stairs or elevator. It could be taking a step to your left or right when talking. These differ in difficulty and importance. On average we all have about 35,000 decisions to make each day. Kahneman demonstrated that we’re (almost) completely irrational. Foremost, however, he revealed the power of the subconscious mind where we all tend to think we’re rational human beings who think about our decisions and about the things we do. He showed how the two thought systems arrive at different results, even though they are given the same inputs. It was a breakthrough into the lack of reasoning in human decision-making. Kahneman’s additional discovery of the bandwidth of each system was what made this research so significant.

He is one of our heroes and the godfather of behavioural economics. Could be you’ve heard about cognitive biases and heuristics. Or you’ve heard Kahneman was the first psychologist to win the Nobel prize for economics in 2002. Maybe you’ve already heard of system 1 and system 2.

On this page, we want to give you a quick guide to Daniel Kahneman’s groundbreaking work about decision making.
