Any gut feeling you may have about where to put your money is probably very similar to many others' gut feelings (say, going with a stock that has been on the upswing for a while). It's simply not investment-savvy to pick the same stocks as everyone else—you will not stand to gain.
Burnham advises that you set up a system to ensure that your prefrontal cortex, and not your gut, is firmly in charge of financial decisions. You need to analyze investment strategies and information about different companies. Just as Burnham refuses to get the key to the mini bar in hotel rooms lest he give in to a late-night junk-food craving, he "locks in" his money by making sure he can't change his allocations without an adviser's authorization. That way, he won't move his money around on a whim.
Intuition, however, is a reliable source of purchasing decisions, at least for big-ticket items. The only goal of investing money is to make a profit; cold calculations count. Material possessions, on the other hand, have a subjective value—you want products to bring some ease, comfort, or happiness.
When it comes to complex acquisitions such as homes and cars, consumer satisfaction is greater among buyers who decide with their gut. The experience of living in a house is ultimately an emotional and unpredictable one; so throw away your spreadsheet and rely on your "old brain" to assess whether or not you'll get more pleasure than pain out of the purchase. Resume rational deliberation for the little stuff; research shows it is superior to intuition for picking items such as oven mitts and shampoo.
It's comforting to know you can lean on your unconscious when facing big life questions. And, even better, you've got a mind that can both listen to the gut and keep it in line
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