There are basically two categories of books on decision-making. One tells stories of how intuition guides decision-making. The other delineates a formal approach, based on decision-trees or matrices, often impenetrable to real-life decision makers. This book combines the best elements of both perspectives in a way that can be easily understood by all who are struggling with complex decisions, either as individuals or as organisations. It demonstrates how intuition and psychological insights can be harnessed to design relevant models and decision strategies, and describes how goals can be adequately formed and operationalised. Finally, the book integrates these processes in an analytical framework for decision-making.