Key points and relevance in "I Can't Think" for business applications

¶ … Sharon Begley and published in Newsweek Magazine. I think that the article is very interesting and important to several categories of audience. The targeted audience is represented by businessmen, people working in media, communication, information technology, people involved in decision making processes, and other categories of individuals that must make different decisions.

The importance of the article relies on the fact that it addresses a subject that presents discoveries of great interest. This subject is represented by the increasing volume of information affecting people's decision making abilities. The article presents some of the findings of numerous specialists in the field that have developed certain studies on how the decision making process is significantly influenced by the excess of information (Begley, 2011). Therefore, some of these studies have revealed that the increased volume of information that people are bombarded with affects their ability of making decisions, and of making correct decisions.

These studies also reveal how the decision making process is sabotaged by excessive information, although information is intended to help make better decisions. It seems that the main reason that determines this situation relies on the fact that by receiving continuous information, the brain is not allowed to relax and assimilate this information that must be integrated, correlated, and combined with other information that can lead to good decisions. Another interesting issue addressed by the article reveals the fact that the decision making process is performed by the unconscious part of the brain. In other words, the information received by individuals must be analyzed under the awareness level in order to be properly integrated and used.

This excess of information reaches individuals through all communication channels: newspapers, TV, radio, the Internet, telephone, social networks, and others. The writer presents several examples that reflect the impact of excess information on individuals' decision making process. Such examples are represented by combinatorial bidders that must purchase a combination of items by using and increased level of information, and by individuals that must decide on what house to purchase, based on certain information. In the case of bidders where numerous types of information were required on the items they intended to purchase, it has been observed that they were not able to make the correct decision from the business point-of-view. Instead, they purchased less efficient items at higher prices. In the case of customers that wanted to buy a house, it has been observed that people that made their decision during activities that are not characterized by increased volume of information were able to select the house that offered the best conditions in accordance with the price.