The first point is about making effective decisions. The second is about making good ones. You might think they’re the same, but they are not. Decisions that bring immediate results, like closing a sale or filling a vacancy, may be effective, but they don’t necessarily lead to the things that truly matter in life, like trust, love, and health. Good

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There tends to be a relationship between the value of the incentive and the desired outcome: the larger the desired outcome, the larger the value. Some factors that decrease value include delay, effort/cost, and uncertainty. A decision tends to be based on the option with the highest value at the time of the decision

Assessing Value -  When your brain is assessing value it is calculating the rewards and punishments associated with taking or avoiding a specific course of action and ultimately decides which actions are worth pursuing.