# Why a Coin Toss Might Be Your Company's Best Decision-Making Tool

> A coin flip reveals hidden biases in company decisions.
- Title: Why a Coin Toss Might Be Your Company's Best Decision-Making…
- Summary: A coin flip reveals hidden biases in company decisions. Delaying tough choices maintains the status quo, and a coin toss helps companies avoid bias in…
- Keywords: coin toss, decision making, status quo, bias, company decisions, status quo maintenance, bias avoidance, Coin, Toss, Might, Company's, Best
- Source: Inc — https://inc.com/soren-kaplan/why-a-coin-toss-might-be-your-companys-best-decision-making-tool/91423489
- Read time: 1 min
- Topics: coin toss, decision making, status quo, bias, company decisions, status quo maintenance, bias avoidance
## Why delay decisions?
Companies lose money by avoiding tough choices, keeping current spending and roles open.
## The hidden cost of waiting
PwC’s 2025 survey of 678 executives found 57 percent missed opportunities due to slow decisions.
## Status quo bias
Delaying decisions maintains the status quo, which costs money and opportunities.
## Coin toss experiment
University of Chicago economist Steven Levitt used 20,000 coin flips to test decision biases.
## Heads or tails?
Heads directed people toward change; tails pointed toward staying with the status quo.
## Long-term impact
Levitt surveyed participants twice, after two months and six months, to track outcomes.
## What happens next?
Companies can use coin tosses to reduce bias and make faster, better decisions.
## Key takeaway

Delaying tough choices maintains the status quo, and a coin toss helps companies avoid bias in decision-making.