How your brain’s lazy CEO sabotages smart choices

Imagine you’re in a gadget store: a high-end stereo costs $1,000, a mid-range model $500, and a basic one $100. Most shoppers skip the cheapest and pick the $500 unit—assumed “best value.” They contrast options rather than weigh each stereo’s true performance. This is your brain’s “lazy CEO” at work, making lightning-fast decisions by comparing instead of analyzing.

Our ancestors needed split-second judgments to escape predators. Today, when you choose between streaming services or sneakers, that ancient autopilot still runs the show. You don’t calculate every warranty detail or read every review; you simply note what looks better compared to something else. And the moment you scroll past a neighbor’s vacation feed, you feel “inadequate” because your CEO has a context that says, “They’re happier.”

Yet scientific research—from Tversky and Kahneman’s prospect theory to modern behavioral economics—shows our brains misjudge value when context shifts. A £10 coupon seems huge on a £20 purchase, trivial on a £200 one. Recognizing these biases helps you press pause. You can reframe decisions by removing unwanted comparisons and focusing on absolute merits.

Next time you feel torn, close your eyes and picture each choice as a standalone option. Rate its true benefits, not its place on a page. Over time, you’ll retrain that CEO to slow down, gather real data, and choose what aligns with your goals—rather than what simply feels better in the moment.

Understanding relativity bias frees you from constant dissatisfaction and buyer’s remorse. By auditing your brain’s shortcuts intentionally, you reclaim clarity and make smarter, more confident decisions.

Start by recalling a decision you made based on what seemed “better” compared to alternatives. Pause the next time you feel pulled by contrasts and list the absolute facts that really matter. Imagine each option standing alone, then rate its true value. Record this in a decision journal so you can track your progress and see how setting context aside helps you make clearer, more satisfying choices. Try it on your next small purchase.