Working with global organisations you notice the different ways culture informs decision-making in teams. Both the culture of the organisation and the society.

A new cross-cultural study (Grossman et al) spanning 3,500+ people in 12 countries and Indigenous villages uncovered something striking: across societies, when faced with a dilemma, people overwhelmingly prefer to start by deliberating privately or trusting their gut. Advice from friends or crowds was a distant second.

The research upends the old East–West assumption:

West = independent → decide alone
East = interdependent → decide with others

In fact, the study shows that self-reliance is universal. What changes across cultures is how strongly people lean inward versus outward.

Where COURAGE comes in

In the Be Braver COURAGE Decision-Making Method we distinguish between the internal process (Checking values, Owning risk, Understanding bias) and the external process (Reaching out, Asking for input, Gathering diverse views).

This study confirms the first step: humans everywhere start internally.

But courage in leadership means not stopping there. Without moving to the external checks, we risk falling prey to bias, ego, or blind spots.

Starting internally isn’t such a bad thing, as long as we:

Know which questions we’re asking,
Recognise that emotions are data, not facts,
Understand that our brains can play tricks on us,
And accept that preferences need balancing with outside perspective

Why ‘going it alone’ isn’t always wisest

Many leaders I work with say they don’t want to ask for advice because they feel it’s their responsibility to make the decision. But this belief confuses responsibility with isolation.

Seeking counsel does not remove responsibility — it strengthens it. It’s how we excel at making the best decisions, because it allows us to test our biases, broaden our perspective, and uncover blind spots.

The GAABS research on decision-making bias echoes this: going it alone often feels more objective than it really is. But courage isn’t about holding decisions tightly to yourself. Courage is the discipline of opening the circle, of inviting others in while still owning the call.

Leaders who rely only on private deliberation may overestimate their objectivity.

By layering COURAGE onto the research, the implication is clear:

Yes, begin privately. Honour the inner voice.
But then open up. Courage is the discipline of seeking perspective beyond yourself.

Choose Courage

A simple methodology to improve decision making and increase self awareness

Pulse for leaders

The bravest leaders know that reflection and self awareness is step one. Tuning in to their emotions, checking on their biases, understanding the human risk.

Step two is having the courage to invite challenge, advice, and accountability - and to resist the bias of thinking we already know best.