The Power of Regret: How Looking Backward Moves Us Forward

by Daniel H. Pink

Our goal should not be to always minimize regret. Our goal should be to optimize it. By combining the science of anticipated regret with the new deep structure of regret, we can refine our mental model. Call it the Regret Optimization Framework. This revised framework is built on four principles: In many circumstances, anticipating our regrets can lead to healthier behavior, smarter professional choices, and greater happiness. Yet when we anticipate our regrets, we frequently overestimate them, buying emotional insurance we don’t need and thereby distorting our decisions. And if we go too far—if we maximize on regret minimization—we can make our situation even worse. At the same time, people around the world consistently express the same four core regrets. These regrets endure. They reveal fundamental human needs. And together, they offer a path to the good life.