No decision-maker surveys every option, weighs every consequence, and chooses the best one.

Herbert Simon called the alternative bounded rationality: judgment exercised under real limits of information, time, and attention — and it is how businesses actually decide.

Navigating the Limits sets out that framework end to end: the theory and its origins, the specific biases and heuristics that give it shape, the toll of information overload and decision fatigue, the emotional and group dynamics that complicate it further, and the tools that help a business work with the mind’s real limits rather than against them.

A closing chapter of case studies — Blockbuster’s failure to move and Netflix’s rise in its place among them — shows the framework at work in decisions that mattered.