Decisions where the cost to quit is manageable also give you an opportunity to gather information through innovation and experimentation. Amazon founder Jeff Bezos and Virgin Group founder Richard Branson include the concept of a “two-way-door” decision in their decision process. A two-way-door decision is, simply put, a decision where the cost to

Making smart decisions is a product of intelligence; that's why Jeff Bezos is a proponent of recognizing two-way doors. (Bezos also feels the the smartest people often change their minds, not because they're wishy-washy, but because they constantly evaluate new data, information, and experiences. Adam Grant writes about this in Think Again​ .)