Choice Bracketing: The Key to Building a Life You Love

Imagine you’re Warren Buffett, one of the greatest investors of all time. Every day, you’re faced with countless decisions—whether to buy, sell, or hold stocks, how to allocate resources, and which companies to invest in. Now, imagine approaching each of these decisions as isolated, one-off choices, without considering how they fit into the bigger picture. Would you still become one of the most successful investors in history?

Buffett’s true genius isn’t just in picking individual stocks but in his ability to view every decision as part of a broader portfolio. He understands that the small, seemingly insignificant choices, when added together, create the vast tapestry of long-term success. This ability to see how daily decisions accumulate over time sets him apart from those who constantly react to the moment, making short-term choices without a long-term plan.

This idea of seeing decisions through a wider lens is central to the concept of choice bracketing, a framework originally developed by behavioral scientist Itamar Simonson nearly 30 years ago. Simonson’s research showed how we make better decisions when we think about choices as part of a set, rather than individually. Today, behavior scientists like Katy Milkman and Erika Kirgios have built on Simonson’s work, applying choice bracketing to areas like hiring practices, personal habits, and more, showing us how broader thinking can lead to better outcomes.

In this article, I want to take you through the science of choice bracketing and how this framework can reshape the way we approach decisions in our daily lives. We’ll look at why we tend to isolate choices, how that affects the outcomes we create, and how shifting to broader, long-term thinking can lead to more satisfying and meaningful results.

But before we dive into the research, let me share a story that might change the way you think about your own decisions. Because how we bracket our choices—whether we see them narrowly or as part of a larger pattern—could be the difference between living reactively and building a life that’s fully aligned with your purpose and long-term goals.

Jeff Bezos: The Power of Choice Bracketing in Action

Let’s go back to 1997, a pivotal moment in the life of Jeff Bezos. At the time, Bezos had a high-powered job at a Wall Street hedge fund, making what most would consider a comfortable living. But he had an idea—a wild one. He saw the untapped potential of the internet and felt an undeniable urge to start an online bookstore. He knew this wasn’t just a random choice about career direction; it was about the trajectory of his entire life.

Bezos later explained that he used what he called a “regret minimization framework” to make his decision. This was, in essence, a version of choice bracketing. Instead of thinking narrowly about the short-term risks—leaving a stable job, losing income, possibly failing—he zoomed out to think about his life as a whole. He asked himself a powerful question: “When I’m 80 years old, will I regret not having tried to participate in this internet revolution?”

By thinking broadly, Bezos avoided getting trapped in the anxiety of the moment and focused on the long-term implications of his decision. He bracketed this choice within the larger context of his life, knowing that this one decision wouldn’t just affect the next few years but would shape the next several decades. The decision to start Amazon was born from this mindset, and the rest, as we know, is history.

Bezos’ success wasn’t an accident—it was the result of viewing his choices as part of a larger life portfolio. This approach allowed him to make decisions that aligned with his future goals rather than getting caught up in the immediate fear of risk or loss.

Just like Bezos, we have the power to view our choices as part of a larger portfolio, ultimately leading us to more intentional and meaningful outcomes.

Now, let’s explore choice bracketing and how you can apply it in your life.

What is Choice Bracketing?

At its core, choice bracketing is about how we approach decisions—either through a narrow, immediate lens or a broader, long-term one. When we think in a narrow bracket, we zero in on a single choice, isolated from its larger context. For example, imagine waking up and deciding to buy a $5 latte on your way to work. It feels like a small, inconsequential decision—”I need caffeine, and I don’t have time to make coffee at home.” But what happens when we zoom out and consider this choice from a broader perspective?

When we apply broad-choice bracketing, that same decision looks entirely different when considered over the span of a week, a month, or even a year. Suddenly, it’s not just about one latte; it’s part of a pattern that could add up to hundreds of dollars spent or thousands of extra calories consumed. Adopting this big-picture thinking gives us clarity on how seemingly small, everyday choices accumulate over time and shape our lives in ways we might not immediately realize.

This framework reveals an essential truth: the decisions we make today are not isolated events. When we look at our choices holistically, we can break free from short-term impulses and ensure our actions align with the long-term goals we’re striving for.

The Science Behind Choice Bracketing

Choice bracketing isn’t just a mental exercise—it’s a scientifically backed strategy that shows how our approach to decisions can dramatically shape outcomes. When we think narrowly, we often prioritize immediate gratification or convenience, focusing on quick wins and short-term comfort. However, when we adopt broad-bracketing, we step back and consider how each decision fits into the bigger picture. This broader perspective frequently leads to more thoughtful, balanced choices.

The concept of choice bracketing has evolved over time. Itamar Simonson’s pioneering research nearly 30 years ago explored how people’s decision-making changes when they think about choices in isolation versus as part of a set. In one of his classic snack selection experiments, participants who made weekly decisions often chose based on momentary cravings—like hunger or stress. However, when asked to plan their snack selections for several weeks in advance, participants made more balanced choices, incorporating both indulgent and healthier options. This early research demonstrated how broad bracketing helps people take a long-term view and avoid repeating narrow, short-term decisions.

Building on Simonson’s foundational work, behavior scientists Katy Milkman, Erika Kirgios, Edward Chang, and Aneesh Rai extended the idea of choice bracketing to the realm of hiring practices. Kirgios explains the significance of this research: “When people make isolated hiring decisions—one employee at a time—they tend to prioritize convenience, often choosing candidates who are prototypical or familiar. But when asked to hire an entire team at once, participants take a more holistic approach, leading to more diverse and well-rounded selections.” This broader perspective enables people to consider long-term goals, selecting candidates with varied skill sets that complement each other, rather than defaulting to immediate needs.

The science shows that narrow bracketing often leads us to make choices that seem easier or more convenient in the moment. However, big-picture thinking—whether in hiring, snack selection, or personal habits—opens the door to better balance, diversity, and long-term benefits. When we think broadly, we make trade-offs across decisions, ensuring that short-term discomfort (like opting for a healthier snack or hiring someone who brings fresh perspectives) pays off in the long run.

As I often say, “The choices you make today are not isolated moments; they’re the seeds of your future. Every decision you repeat compounds over time to shape the trajectory of your life.”

†One of the most critical applications of choice bracketing is how it shapes our habits. Consider going to the gym. If you think narrowly about whether or not to exercise today, it might seem like an unnecessary hassle—you’re tired, busy, or just not motivated. Skipping that one workout feels insignificant. But when you take a broad-bracketing approach and view this decision in the context of a month, a year, or even a decade, the potential consequences become clear. Skipping today can establish a pattern that negatively impacts your health in the long term.

By bracketing that decision broadly—thinking about the cumulative impact of each choice—you’re far more likely to make the decision to go to the gym, knowing it contributes to your overall well-being. The takeaway here is that broad-bracketing helps us move beyond immediate desires and consider the bigger picture. It empowers us to make choices that align with our long-term goals rather than chasing short-term satisfaction.

This holistic view of decision-making—whether it’s in everyday habits, hiring decisions, or other life choices—provides a powerful framework for creating a life that aligns with your true values and long-term vision.

Three Powerful Takeaways for Applying Choice Bracketing in Your Life

As we reflect on the concept of choice bracketing, let’s revisit the stories of Jeff Bezos and Warren Buffett. These visionary leaders didn’t stumble into success by chance; they consciously applied big-picture thinking to shape their futures. Their stories perfectly illustrate how the principles we’ve discussed can be applied to both daily decisions and life-changing moments.

Now, let’s break down three powerful takeaways that you can apply in your own life. These principles can help shift you from reactive decision-making to a more intentional approach, ensuring your daily choices align with your long-term goals.

Takeaway 1: The Compounding Effect of Choices

It’s easy to think of today’s choices as insignificant, but when you zoom out, you’ll see how small decisions compound over time to create significant impact. This is the essence of choice bracketing. Whether you’re deciding how to spend money, what to eat, or how to spend your time, each choice is part of a larger portfolio of decisions that shape your future.

Think back to Jeff Bezos and his regret minimization framework—a method of zooming out and thinking holistically about his decision to leave Wall Street to start Amazon. He didn’t get caught up in the short-term risks but instead focused on how this one decision would shape his entire future. This is the power of choice bracketing—understanding that small decisions, when compounded, can set the course for your life.

In your own life, consider something as simple as your nightly routine of watching a streaming show. Watching one episode seems harmless, but if repeated daily, those episodes can add up to hours of lost time over weeks or months—time that could have been spent on something more enriching or productive. Small choices add up.

Action Step:  Identify an area in your life where repeated, small-time choices may be adding up without you fully realizing their impact. Are you spending too much time on entertainment, social media, or distractions? Take a step back and calculate how much time you’re actually investing in these habits. Then, decide how you want that time to accumulate in the long run, and let that vision guide your future choices.

Takeaway 2: Balancing Short-Term Comfort with Long-Term Gains

One of the biggest challenges in decision-making is overcoming the temptation of immediate gratification. Narrow thinking often leads us to prioritize short-term comfort, but big-picture thinking helps us see how a little discomfort now can lead to long-term rewards.

Warren Buffett’s success is built on choice bracketing, where short-term gains take a backseat to long-term value. Buffett doesn’t chase after quick profits; he carefully considers how each investment fits into his long-term vision. In the same way, thinking holistically about your daily choices can help you overcome the temptation of short-term comfort. 

Think about your approach to lunch. On any given day, choosing to prepare a healthy meal might feel like a hassle—maybe you’re too tired or too busy, and grabbing fast food seems like the easier option. One meal may not seem like a big deal, but when you take a step back and think about the bigger picture—your health over the next month, year, or decade—you’ll realize that these small, daily decisions have a compounding effect that can steer you off the path to better health and well-being.

Action Step: When you’re tempted to choose what’s easy, pause and ask yourself, “What’s the long-term gain of pushing through the discomfort?” By framing your decision in a broader context, you’ll be more likely to take actions that align with your long-term goals. Regularly review these decisions to see how they impact your progress over time.

Takeaway 3: Leverage Portfolio Thinking for Career and Personal Growth

Just like investing in a diversified portfolio leads to stronger financial outcomes, creating a well-rounded portfolio of life choices leads to greater success and fulfillment. If you make decisions one at a time, without considering the bigger picture, you may miss opportunities for growth. But when you view your life holistically, you can strike a balance between short-term wins and long-term success.

Both Bezos and Buffett used portfolio thinking to build diversified, sustainable paths. Bezos didn’t just create Amazon as an online bookstore—he laid the foundation for a global marketplace. On the other hand, Buffett invests across multiple industries to ensure his portfolio remains balanced over time. In your own life, applying portfolio thinking can help you make decisions that contribute to long-term growth and a broader vision, just as Bezos and Buffett intentionally crafted theirs.

Consider the research by Erika Kirgios on hiring practices: managers who make decisions in isolation tend to choose what’s familiar or convenient. But when building a team, they’re more likely to focus on diversity—hiring people with different skills and perspectives. The same applies to your life: if you make isolated decisions without considering the bigger picture, you may miss out on creating a fulfilling, well-rounded path. By viewing your life as a portfolio, you can make choices that lead to greater success.

Action Step: Apply portfolio thinking to your life. Create a vision board or journal where you map out the different areas of your life—career, health, relationships, personal growth. Then, evaluate the decisions you’re making in each area to ensure they’re building a diversified and fulfilling portfolio. Are you taking on a variety of challenges? Are your choices leading to growth in multiple areas of your life? Use this broader view to guide your decisions moving forward.

These takeaways show that choice bracketing isn’t just an abstract idea—it’s a practical tool for shaping your future. Just like Bezos and Buffett, you can use big-picture thinking to align your daily decisions with long-term success and fulfillment. By recognizing the compounding effect of choices, balancing short-term comfort with long-term gains, and leveraging portfolio thinking, you can take control of your life and build the future you truly desire.

Conclusion

Let’s wrap up with a quick story about someone who, like many of us, struggled with making choices that aligned with her long-term vision. Meet Sarah, a talented graphic designer who felt stuck in her career, constantly bouncing between jobs that paid the bills but never fulfilled her deeper goals. Every decision—what project to take, what job to accept—was made in isolation, focused on short-term convenience. Over time, these choices compounded into a career that left her frustrated and unfulfilled.

“It’s not the one-time choices that define us, but the patterns we create through repeated decisions.”

John R. Miles

When Sarah shifted her thinking and applied choice bracketing, her perspective changed. She began treating her career as a portfolio, making intentional decisions that aligned with her long-term aspirations. By zooming out and thinking holistically, she transformed her life trajectory—no longer reacting to immediate pressures, but choosing roles that built toward the future she wanted.

This is exactly what we’ve explored today: the power of choice bracketing. We discussed three key takeaways:

1. The Compounding Effect of Choices: Each decision, no matter how small, contributes to a larger pattern that shapes our future.
2. Balancing Short-Term Comfort with Long-Term Gains: We must resist the temptation of short-term comfort and focus on the bigger picture.
3. Leverage Portfolio Thinking for Growth: By treating your life as a portfolio, you can make intentional choices that lead to long-term success and fulfillment.

As Robert Frost once wrote, “Two roads diverged in a wood, and I—I took the one less traveled by, and that has made all the difference.” This quote reminds us that the path we choose today determines the course of our future. By taking the road that aligns with our long-term goals, even if it’s more challenging, we create a life of meaning and purpose.

Think about an area of your life where you may have been making choices too narrowly. Are there decisions that, when compounded over time, could lead to a better outcome—or perhaps a less desirable one? Challenge yourself to step back and take a broader view. Ask, “How will this decision affect my long-term goals?” By embracing choice bracketing, you’ll start making choices today that align with the future you want to build.