Ask yourself 3 questions when you have to make a decision.

1. Who am I?

2. What kind of situation is this?

3. What would someone like me do in this situation?

This identity model of decision making is missing important ingredients:

-Calculation of costs

-Benefits

When we talk about identity, we are usually talking about traits like racial, ethnic or regional.  This seems to be a narrow use of the term.  We adopt identities in different areas of our lives.  The identity you seek as a child, good mother or father, or professional, profession like scientist or doctor.

Identities are central to the way people make decisions.  So make your change a matter of identity rather than a matter of consequences.   Comment on how an identity change could improve your business or just by identifying your identity…

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