The Art of Thinking Clearly

by Rolf Dobelli

How do you go about investigating the cause? First, you know that there will never be one sole factor. Take a sheet of paper and sketch out all the potential reasons. Do the same for the reasons behind these reasons. After a while, you will have a network of possible influencing factors. Second, highlight those you can change and delete those you cannot (such as “human nature”). Third, conduct empirical tests by varying the highlighted factors in different markets. This costs time and money, but it’s the only way to escape the swamp of superficial assumptions.

We are incredibly well informed, yet we know incredibly little. Why? Because two centuries ago, we invented a toxic form of knowledge called “news.” News is to the mind what sugar is to the body: appetizing, easy to digest—and highly destructive in the long run.