Daisuke Fujiwara

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By using these increased values in your decision tree, you can effectively “price in” the extra costs. Because these new values include more than the exact cost you’d have to pay out, they are called utility values, which reflect your total relative preferences across the various scenarios. We already saw this idea in the last section when we discussed putting a price to the preference of not having a landlord. This is the mental model that encapsulates the concept.
Super Thinking: The Big Book of Mental Models
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