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from TradeBriefs FMCG Weekly

Sree Vijaykumar

From the Editor's Desk
"Your ability to make the right investment or hiring decision may be reduced simply because you expended some of your willpower earlier when you held your tongue in response to someone's offensive remark or when you exerted yourself to get to the meeting on time". Every day, in one form or another, you exert willpower. You resist the urge to surf the Web instead of finishing your expense report. You reach for a salad when you're craving a burger. Yet a growing body of research shows that resisting repeated temptations takes a mental toll. Some experts liken willpower to a muscle that can get fatigued from overuse. This rationale explains why people like Mark Zuckerberg and Barack Obama wear the same outfit every day. Minimizing decision fatigue prevents them from getting bogged down in minutiae and leaves room for bigger decisions. More on willpower in this report.

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