The key to being FaB

8028313273?profile=originalFab named their washing powder for its “fabulously clean, fabulously fresh and fabulously fragrant” qualities. My use of FaB is for Faster and Better decision making.

STOP. Don’t hang up the phone. You and I know that you and I are great decision makers…..and everyone else has the problem… right? So. This is not about your decision making. It’s about helping THEM. THEM being the people that work for you or the decision makers you are trying to influence.

Fab’s Fresh Frangipani has 15 key ingredients, including my personal favourite - Distyrylbiphenyl Disulfonate. Whereas my key to FaB decision making is much simpler. The key is categorisation.

Wtf I hear you express. You heard me. CATEGORISATION! Who would have thought? If you don’t believe me let’s check in with Jeff Bezos. He is the guy that runs that little online bookstore out of Seattle, Washington in the USA. Amazon, I think it is called.

Bezos introduced to Amazon the concept of categorising decisions with Type 1 and Type 2 decisions. Type 2 decisions are reversible. He is very comfortable with his team making these decisions straight out. In fact, he insists on it.

Type 1 decisions he calls “consequential and irreversible or nearly irreversible”[1].

[1] What is high-velocity decision making? by Daniel J. PowerEditor,

That is, they will hurt badly if we don’t get them right. Type 1 decisions need to be very well considered. Type 2 decisions can be made much faster.

Does Type 1 and Type 2 decision making sound familiar? Maybe you are thinking of the System 1 and System 2 categorisations made famous by Daniel Kahneman in his book Thinking Fast and Thinking Slow. I’ll explore this categorisation and how to improve various types of decision making and much, much more in my blogs over the coming weeks.



Bryan's new book teaches you practical methods to cut through with your advice and make the impact you want to make. Available on Amazon or order here now.



Available on Amazon or order here now.

Bryan Whitefield works with strategic leaders across all sectors to help organisations harness uncertainty – uncertainty is the strategic leader’s best friend. He is the author of DECIDE: How to Manage the Risk in Your Decision Making and Winning Conversations: How to turn red tape into blue ribbon. He is the designer of the Risk Culture: Build Your Tribe of Advocates Program for support functions and the Persuasive Adviser Program for internal advisers. Both can be booked individually or in-house. For more information about Bryan, please click here.

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Bryan is a management consultant operating since 2001, specialising in risk-based decision making and influencing decision makers, born from his more than twenty years of facilitating executive and board workshops.

Bryan’s experience as a risk practitioner includes the design and implementation of risk management programs for more than 150 organisations across the public, private and not-for-profit sectors.

Bryan is the author of Risky Business : How Successful Organisations Embrace Uncertainty; Persuasive Advising : How to Turn Red Tape into Blue Ribbon, and Team Think : Unlock the Power of the Collective Mind [to be published in 2022].

He is licenced by the RMIA as a Certified Chief Risk Officer (CCRO) and is the designer and facilitator of their flagship Enterprise Risk Course since 2019.

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