Justice Ruth Bader Ginsburg is leaving the decisions to us from now on.

RBG, who passed away this weekend, might be among the few who end up deepening the red and blue lines across America more after their death than while alive. 

The Internet is ablaze with exactly what she dealt with during her 50-year legal legacy – decisions about her replacement.

One moment of truth made me remember that all our marketing efforts are also aimed at the same – decisions.

A choice to buy is a decision. 

A choice to not buy is also a decision. 

Most sales and marketing estimates fall short because we often don’t understand how humans make decisions. 

We measure the value or we compare cost v benefits and expect magic to happen. 

But decisions often come with a lot of baggage and benefits that need to be rethought and reviewed countless times till that one moment of truth when a decision is made.

Every decision to buy, no matter how small the price or how big the benefit, involves a moment of truth.