The Impulse Factor

In The Impulse Factor, Nick Tasler offers insight into what leads people to make decisions by drawing on research in genetics, psychology, politics, and even the animal kingdom. He states that there are two main categories of decision makers: risk managers and potential seekers. Risk managers are more cautious in their decision making while potential seekers are more willing to take risks for a larger reward. By taking the Impulse Factor Test, readers can discover which group they belong to and use that information to understand and improve their decision-making skills. The key to effective decision making is not in working against the weaknesses of either group, but in working with their strengths.