Perhaps the greatest decision making tool I know

Alex Dunsdon
1 min readJun 2, 2019


So, you have to make a big decision.

It may be about a career change, your new car, whether to get married etc

How do you do it?


The coin flip. Pick two outcomes. Assign one to heads and one to tails and then…..flip a coin.

Here’s the key bit

How do you feel?

If you feel uneasy. Don’t do it.

If you feel good. Do it.

Why does it work?

How we feel at this point is where our unconscious and conscious are in harmony. We dismiss the subconscious at our peril as it is crunching millions of datapoints all the time. It’s why you can wake up the next day and instantly know the answer to a crossword clue you were stuck on.

Try it.

More here…



Alex Dunsdon

VC Partner@SAATCHiNVEST. Seed investor in Citymapper, Farewill, Ometria + more. Chief of Staff@Redbrain. NED@Picassolabs. Founder