At the heart of every decision lies opportunity cost – the notion that choosing one option means forgoing the benefits of another – and in the business world it can feel like every decision carries profound implications.

Think about it, we often sell to Mr. Rational, thinking that hard data and logic will seal the deal. However, 95% of decisions arise from the unconscious mind. Imagine the potential when you tap into this uncharted territory! To tap in, consider the following: