We often decide "in the dark." We make decisions within social relationships that precede thought and logic. We make decisions before we know they exist.
To improve decisions made in such a dark place, we have "re-think" the un-thinkable. This begins by understanding more about our social selves.
From Harvard's John Clippinger:
"Eighty percent of language is really concerned not with conveying logical relationships, but with conveying social relationships…. Some of the things we do are really non-conscious. They are triggered by certain kinds of signals, and we respond automatically. In other cases we can reflect about it…we can construct new ways of doing it…."
The quote comes 18 minutes and 47 seconds into a podcast produced by ITConversations. Link. John's audio was recorded at the Supernova 2005 conference. A Senior Fellow of The Berkman Center for Internet & Society at Harvard Law School, he spoke about his work at Socialphysics.org, whose goal is "to help create a new commons, the 'social web.'