When you strip away all the rational mechanics of decision making — the generation of options, the weighing of information — what’s left at the core is emotion. What drives you? What kind of person do you aspire to be? What do you believe is best for your family in the long run? (Business leaders ask: What kind of organization do you aspire to run? What’s best for your team in the long run?) Those are emotional questions — speaking to passions and values and beliefs — and when you answer them, there’s no “rational machine” underneath that is generating your perspective. It’s just who you are and what you want. The buck stops with emotion.
— Decisive: How to Make Better Choices in Life and Work by Chip Heath, Dan Heath