Small businesses have enough on their plate – two-thirds of small businesses fail within their first ten years of existence – when starting their operations. With everything that needs to be done to ensure a solid business plan, who has time to execute a seemingly trivial social media strategy?

Decision making can be psychologically, emotionally and sometimes even physically exhausting. That’s why all of us have created mental shortcuts, biases, and preferences that help us make decisions. While this can save us time and fatigue, it doesn’t always help us make the best decisions.

Leaning against the trunk of an apple tree in 1666, Isaac Newton asked himself, “Why do apples fall?” Perhaps some of the neighboring farmers would have thought: “Well, that’s a waste of time.” And maybe they would have added, “What’s the use of thinking about such obvious occurrences? Apples fall because they fall.” Behind this possible recrimination there might have been some noteworthy ideas about the importance of productivity and the food chain: what is important about apples is how to harvest them and capitalize on them.