Your brain is like a highway. If you're lucky, it's a German one. If you're not, it's a Balkan road.

Hey Reader,

A super short intro this time: January is a weird month. Equal parts hype and a massive disappointment, all rolled into a giant shawarma. I've been down and sick for the last couple of weeks or so. It's becoming a tradition at this point, so I won't even complain.

Fun fact: "January" is derived from the Latin word "Ianuarius," which is named after the Roman god Janus, who is known for having two faces - one looking forward to the future and one looking back to the past. Maybe that's why it's such a weird month -- neither here, nor there, neither happy, nor completely sad, a bit nostalgic, a bit hopeful.

USA's road network sums up 6.8 million kilometers. Every day, around 115 million cars hit the road. Moms and dads taking their kids to daycare, students going to school, employees heading to work and many other people rely on roads. Buzz-buzz-buzz and honk-honk-honk. It never stops.

At a (much) smaller scale, your brain's just as busy: it handles around 35,000 decisions every single day. How you blink, what you want to have for dinner, what you'll dress your kid into before you take them to daycare, whether you'll actually study for that exam or finish that presentation, how many times you breathe, you name it - your brain's got it covered.

In theory, it should be a perfect mechanism, each decision traveling its own lane, keeping everything organized and running smoothly. But as any driver knows, even the most well-designed road network can experience congestion and delays. Not to mention accidents do, sadly, happen.

The Process Is Flawed

If you were a robot, you'd (at least theoretically) make decisions with the laser-sharp precision of a machine. But you're not. Hehe.

You are human, and that means your decision-making process is inherently flawed. Bare-bones, your decision-making process looks a bit like:

• You get information
• You interpret that information.
• You evaluate your options according to
• You make a decision based on your evaluation.
• You live with the consequences of that decision.

This process may seem simple, but it's actually quite complex and prone to error. First of all, the information you receive is not always accurate or complete. Your interpretation of that information can also be influenced by:

• Biases
• Personal beliefs
• Emotional state
• Cognitive limitations
• External influences
• Risk-aversion or risk-acceptance
• Past experiences

In addition to these factors, your evaluation of options can also be impacted by:

• Unrealistic expectations
• Limited knowledge or understanding
• Lack of critical thinking skills
• Societal pressures and norms
• Time constraints

With all these potential roadblocks in the decision-making process, it's no wonder that we often make mistakes or end up with outcomes that we didn't anticipate. And just like a road network, these mistakes and delays can have ripple effects on other areas of our lives.

You Need to Find Your Waze

I don't know what navigation app you use, but I'll use Waze because it's wildly popular around these parts.

It's more than just a digital map, though: it's a system that adapts to traffic conditions, learns from other users, and guides you on the best possible route to your destination.

Similarly, to make better decisions, you need your own "Waze" - a system that helps you navigate through the complexities of life. This can include:

• Self-reflection and awareness
• Seeking advice and feedback from others
• Setting up trigger alerts that help you avoid roadblocks and obstacles
• Developing critical thinking skills
• Continuously learning and growing
• Being open to changing course if necessary

I'm no life coach, psychologist, or neuroscientist. I'm a creative. So I can't help you build a your decision-making Waze process for, generally, life. But maybe I can help you find your way through creative thinking.

Over the next issues of Procrastinatr, I plan to take a closer look at:

• Decision-making models & how they play into creativity
• Shortcuts the brain takes & how to use them to your advantage to find better ideas
• Mental processes involved in creative thinking

I reckon covering all of this will take at least six months. So, if you think you know someone who'll enjoy it, don't hesitate to share this newsletter with them. I'll be forever thankful ;)

Random Fuel

• ​American Pie was written as a tribute to Buddy Holly. Really listen to it through that perspective now. ​
• ​This bird builds elaborate little nests to impress females. How cool is that? ​
• ​Domo AI turns your videos into anime-style animations and it's no short of amazing. (Thanks, Hanita, for introducing me to it!)​

Let's Play

Last issue, I got two responses to my "worst possible idea for a Christmas Coca-Cola campaign" challenge:

1. Hannah Szabo:

"We don’t have to be creative to come up with the worst idea for Coca Cola’s campaign.

​
Just copy what Gem did on TikTok. It’s pitiful! They staged a fake meeting between the social media specialist and her manager.

​
Basically she’s get an uncapped bonus dollar for every "Christmas Tree emoji" comment on the post.

​
They totally rigged it for fake virality. Worse, there’s no way Gem is actually going to give their social media specialist that bonus. Like I said, pitiful.

​
Here’s the TikTok post that started it all: https://www.tiktok.com/@gem.au/video/7313859073781304578"

Ouch. OK, this is bad.

2. Francesco Pazzaglia:

"I'm cheating adding the common meme of Coca Cola + Mentos here, but... Let's picture this:

​
You see a very big Coca Cola (house size) on a soil. There is a mentos that like an asteroid enters it.

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Then, it starts adding up the volume and the bottle explodes into multiple splashes that goes into different parts of the world.

​
You see it in Europe, and it becomes like North Pole. You see in Africa and everything becomes ice - it's inhabitants become eskimos and Santa Claus has his home there.

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Finally, a sentence: 'Coca Cola, refreshing explosion' with a Xmas-like theme."

I kinda like this actually, Francesco! You took a well-known theme and turned it around -- maybe it could work for a Christmas campaign for the Southern Hemisphere?

Like this, Reader

Thank you! (Really.)

There are four ways you can help me keep going:

Sh*t, it's 2024 already!

Octavia

113 Cherry St #92768, Dumbravita, Timis 307160
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