Why Do We Get Stuck Making Decisions Even When We Know What to Do? Reflections from Two Webinars on Decision-Making

Ahead of the launch of the book “Tomada de Decisão em Contextos Complexos,”(Decision-Making in Complex Contexts), a series of webinars was held to explore the topic, and I had the opportunity to participate in two of them. It was an excellent opportunity to connect the theoretical concepts developed in my book chapter with the daily practice of professionals working in complex institutional environments.

The webinar coordinated by IRELGOV, and the second one, organized by Quantum Criativo, brought practical and complementary perspectives on a central challenge: why do decisions often become stalled, even when we have technical clarity and know what needs to be done?

In my chapter “Decision-Making in Multicultural Environments,” I explore how cultural differences and the involvement of multiple stakeholders create challenges that go beyond data and technical analysis. The two events provided an opportunity to connect this theoretical perspective with the realities of everyday corporate and institutional environments.

1. IRELGOV Webinar – “Decision-Making and Stakeholders”

In this panel, moderated by Patrícia Nepomuceno (President of IRELGOV for the 2025–2026 term), alongside Maria Aparecida de Almeida Santos and Adriano Bandini, the discussion focused on the complexity of institutional relations.

I highlighted how, in the Brazilian context, regional diversity and the constant interaction among the public sector, private sector, and civil society amplify cultural dynamics and communication challenges. Even when technical clarity exists, factors such as different communication styles, approaches to building trust, and varying levels of uncertainty avoidance can delay strategic decisions.

2. Quantum Criativo Webinar – “Why Do We Get Stuck Making Decisions, Even When We Know What to Do?”

Alongside Alexandre Serrano and again with Maria Aparecida de Almeida Santos, the discussion explored decision-making barriers from a broader perspective, including emotional pressure, cognitive biases, analytical paralysis, and the role of intuition.

I emphasized that, in multicultural environments, cultural intelligence is essential to calibrate both analysis and intuition. Examples such as the lengthy negotiation process of the Mercosur–European Union Agreement and my doctoral research on interest representation among tobacco growers illustrated how cultural differences influence not only the speed of decisions but also the very perception of what constitutes a good decision. Watch the webinar on YouTube.

Key Lessons from the Two Webinars:

• Cultural gaps are among the main causes of decision-making blockages, even when technical clarity exists.

• High uncertainty avoidance often transforms analysis into paralysis.

• Trained intuition, supported by cultural intelligence (Earley & Ang), is a powerful ally when balanced with data and structured analysis.

• Emotion is an invisible but decisive factor: affective and neutral cultures deal with emotional expression in very different ways.

• In Institutional and Government Relations, mapping stakeholders and adapting communication strategies to cultural contexts are essential for successful interest representation.

Conclusion:

The two webinars reinforced a central idea that has shaped my professional journey: in complex and multicultural environments, technical expertise alone is not enough. Effective decision-making requires combining analytical rigor with cultural intelligence, self-awareness, and emotional maturity.

Professionals who develop these capabilities are better prepared to reduce misunderstandings, overcome decision-making barriers, and transform diversity into a competitive advantage, leading to more effective decisions and stronger, long-lasting relationships.

The book “Tomada de Decisão em Contextos Complexos” (Decision-Making in Complex Contexts) was created precisely from this need: to provide practical tools for professionals operating in challenging and dynamic environments.