In a recent article I wrote about research into self-justification which found consumers are much more likely to avoid unpleasant or confronting information (like calories on a menu) if they are given “cover”.

In other words, they’ll skip the café with calories on the menu if they can hang their decision on an unrelated reason, like the reviews that café received for its service.

We’re masters at finding reasons to justify to ourselves what we want to do....

Every business I've worked in or worked with has struggled with too many priorities. So in this clip I run through four behaviourally nuanced questions to shift and sort what's really most important.

By asking the four questions you'll be able to slot each project into one of the following categories:

Must Do = a clear priority for the business. Life would be significantly worse if you don't proceed.

Nice to do = some upside but could disperse focus if included.

Could do = outcomes are too...