introduction
Decision Drive Performance
“How good are yours”
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Is the environment you work in challenging, changing, and complex?

Is your business or team’s performance dependant on:

  • Reward, recognition, or recruitment decisions?
  • Innovative, creative or appropriate risk-taking decisions?
  • Fast paced, logical, informed decisions?
If the answer is yes to any of the questions and you want to improve performance contact us.

We make around 35,000 different decisions every day, often with multiple choices for each. We know from experience that the quality of those decisions directly impacts the quality of the performance.

Whilst there are many workshops looking at skills, there is less support to help us examine our decision-making processes. C4D are an innovative new company directed at increasing the quality of decision-making by examining the unconscious biases inherent in those decisions.

How we do it
What
we do

We develop bespoke two hour to two day workshops examining the practical implications and consequences of bias on decision-making within your roles. Our unique decision-making bias assessment will ensure that these workshops will review how biases can impact you, your company, or your customers. We can help you to develop tools which can improve your interactions and decision-making along with procedures or processes you can develop to reduce the impact of these.

More about
How
we do it
More about
Decisions and Cognitive Bias
Biases are a tendency in all of us.
Understanding bias helps prevent poor decisions, increases influence, and ensures more agreement.

The environment we find ourselves in today is more challenging, more complex, and changing more rapidly than it ever has. Decisions have to be made quickly, locally, and efficiently. Our decisions, and those of our organizations, are essential to continued success and therefore critical appraisal of those decisions should be part of our routine operating procedures as Decisions Drive Performance. Reflecting on the quality of our decisions and the potential errors will increase the potential for enhancing performance.

In almost all situations there are a number of options from which to pick and make your choice. Examining that choice, the perceived options, and the rationale behind that choice, the decision, underpins good coaching, offering insight into the individuals thought process. Once complete, the skills applied to that decision can be assessed.

Cognitive biases play a key role in our decision-making process. Cognitive biases are common and collectively influence much of our thoughts and at the end of the day, our decision-making. Many of these biases are inevitable. We simply do not have time to evaluate every thought related to every decision for the presence of a bias. But understanding these biases is helpful in learning how we can challenge ourselves and others to overcome these biases before they can lead to poor decisions in life and business. Understanding these biases leads to more effective communication, decision-making, and commercial strategies creating more efficient and/or profitable businesses


Cognitive biases are just tools, useful in the right contexts, harmful in others They’re even pretty good at what they’re meant to do. There are four problems that biases help us address: Information overload, lack of meaning, the need to act fast, and how to know what needs to be remembered for later. Keeping these four problems and the four consequences of our brain’s strategy to solve them will help insure that we notice our own biases more often.

How we make decisions

As human being’s we are often defined by our skeletons, our tissues and our organs. As people we are more often defined by the decisions we make or don’t make. When we are making judgments and decisions about the world around us, we like to think that we are objective, logical, and capable of taking in and evaluating all the information that is available to us.

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“I am able to control only that which I am aware of.
That which I am unaware of controls me.
Awareness empowers me”

Sir John Whitmore. Author and Performance Coach
am able to  control only that which am aware of. That which am  unaware of controls me. Awareness empowers me” 
Sir John Whitmore. Author and Performance Coach