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Emotions drive unplanned behaviour

We all would like to think that we make decisions based on logic. Given the facts, we know what the right actions we should take are to achieve a given outcome.


In reality, emotions drive our decision making. I recently discussed this regarding our Hedging Model at Farmgate Advisory.


We make decisions on the fly all the time, and emotions are the dictator of these.

That’s ok, it just needs to be noted. If we have big and important decisions ahead of us, we should take time to use logic.


Over 90% of planes landing today will be done by computers (logic), because they don’t have emotions.


Emotions allow for quick decisions, but consistent decisions must be made using logic.

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Roger Bilney is a lifelong farmer. His family began farming in Western Australia in the late 19th Century. There are now six generations of Bilney’s to be involved in the land they cultivate crops and

© 2020 by Richard Avery.