Decisions Lego
Decisions aren't made in a vacuum. They're constructed from specific components: language, proof, timing, restraint, and permission. Decision Lego reveals these building blocks—where they sit, what they do, and why they work together to create powerful decision-making frameworks.
Understanding this assembly process transforms how brands approach strategy, research, and conversion. Each element serves a purpose, and when combined correctly, they create systems that guide choices naturally and effectively.
Language
The words that frame the choice
Proof
Evidence that validates the decision
Timing
When the decision is presented
Restraint
What's deliberately withheld
Permission
The psychological green light
Strategy
Supreme: Building Legitimacy Through Exclusion
What's Being Decided
Not "do I want this?" but "am I legitimate enough to access it?"
Supreme pushes people away, not pulls them in. It's selective by intent, filtering for speed, awareness, and commitment. Hesitation equals disqualification.
Why This Works
Scarcity, silence, and friction aren't tactics here—they are the strategy. Supreme doesn't convert interest. It confirms status.

View the full Supreme Decision Module →
A complete breakdown of the structure behind one of the most counterintuitive decision systems in commerce.
Research
L'Oréal: Resolving Fear Before Selling Benefits
What the Market Believed
"This will interfere with my existing routine."
The barrier wasn't performance. It was disruption anxiety.
01
Reassure Continuity
Not improvement—stability first
02
Stabilize Belief
Before introducing benefit
03
Transfer Risk
Authority (dermatologist) reduces doubt
The tone is confidence and calm because excitement would have increased doubt. The video exists to say: nothing breaks. Research here didn't uncover claims—it uncovered fear. If they'd tried to persuade, adoption would have stalled. The decision needed calming, not motivating.
Content & Conversions
Aesop: Composing Belief Without Force
What's Being Decided
"Does this choice align with how I see myself?"
Why This Works
Nothing here tries to close the decision. The page exists to make the choice feel undeniable but unforced.
Aesop doesn't optimize action. It protects taste.
The Pattern: Same Blocks, Different Assembly
Decision Lego is not one-size-fits-all or a generic "four lens process." It's unique—just like you, your brand, and your target audiences. We assemble and build the blocks to solve your specific needs.
Supreme
Builds legitimacy at strategy level
L'Oréal
Resolves fear at research level
Aesop
Composes belief at content & conversion level
If you understand how decisions are built, everything downstream becomes easier.
Decision Mapping Session