Why do some brilliant strategies fail while others, with minimal changes, are hugely successful? The answer lies in an invisible factor: how people make decisions. Designing Decisions reveals the hidden power behind every choice and how to turn it into your competitive advantage. This book is a practical guide for leaders, designers, innovators, and product managers who want to truly understand their customers, teams, and users. Through behavioural science, realworld examples, and applicable tools, you will learn how to create environments that facilitate better choices: more effective, more human... and more profitable.
You will discover why we do not decide like logical robots, but with emotions, shortcuts and under the influence of context. And, most importantly, how to leverage this knowledge to redesign processes, products and experiences that drive action without manipulation. You will learn how to detect invisible friction, reduce complexity and guide key decisions with small changes that generate big results. It is a toolbox for transforming the way your organisation communicates, sells, innovates and leads.

Esteban García holds a PhD in Senior Business Management and specialises in behavioural economics and strategic design applied to organisational transformation. He currently directs the Tuinkel Strategic Design Laboratory, and is the founder of Mimética, the first artificial intelligence-based simulation platform that allows business decisions to be tested before implementation.

Carlos Sánchez has a degree in Business Administration from CEU and postgraduate training at ESIC. in 2006 he joined KIA as Head of Customer Experience (CX) and Director of MECA (Mobility, Electrification, Connectivity and Autonomy)