Taxi or train?
Bri Williams
On the plane to Sydney, I decided I’d take the train to my hotel when I landed.
So how did I end up in the back of a taxi?
There’s a gap between making a decision and acting on it.
I call it Decision–Action Conversion.
We assume that once a decision is made, it’s complete.
In fact, we’re often told to share our goals so they feel more “real”.
But here’s the problem: Making the decision can feel like our work is done.
Deciding to eat better.
To exercise more.
To manage our finances.
The moment we decide, we feel relief.
We feel virtuous.
We feel like we’ve made progress.
But that feeling isn’t action.
It’s intention.
And intention is hypothetical.
So, why did I end up in the taxi instead of the train?
Because I was tired.
The taxi rank was closer.
I followed the path of least resistance.
If we want real action – in ourselves or others – deciding isn’t enough.
It’s what happens immediately after the decision that determines the outcome.
For more on Decision-Action Conversion.

P.S. Thanks for being a subscriber. I share ideas about behavioural science every Monday, Wednesday and Friday 😊.
🌟 If you found this interesting, let me know! Buy me a virtual coffee ☕ or forward this email ↗️ to someone who also might like it. Your occasional support means I can keep sharing ideas about behavioural science for free.
🧠 Learn the science of Influencing Action
Hey, are we connected yet?
Don't be annoyed. Be effective.
Use behavioural science to influence business outcomes.


