Why isn't decision-making science taught in dental school? Because it is not our discipline, plain and simple. There is a rich body of behavioral research built up over the last fifty years sitting in business and academic texts, and almost none of it shows up in our dental journals. That does not make it wrong or unimportant. It is extremely important, it just lives off to the side, off the radar of most of our colleagues. So it is on you to go get it. Either study how people actually make decisions and apply it yourself, or find someone who can [...]