Today, You Will Make 35,000 Decisions.
Founded by neuroscientist Dr. Shawn Watson, Numin is a bio-tech company pioneering clinically-proven solutions that combat decision fatigue and empower better decision-making.
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What Is Decision Fatigue?
Decision fatigue is a physiological condition, not just mental tiredness
When your brain makes decisions, it releases glutamate to transfer information across synapses. Under normal conditions, this glutamate is quickly cleared away. However, with prolonged decision-making (35,000+ decisions daily in modern life), excess glutamate builds up faster than your brain can clear it, creating a "neural traffic jam" that impairs decision quality.
Decision fatigue leads to:
65%
higher rejection rates by judges in afternoon sessions
26%
decline in surgical decision quality after 4 hours
$500,000+
monthly revenue loss from impaired loan officer decisions
What Causes Decision Fatigue?
Volume of decisions
The more decisions you make, the more likely you are to experience decision fatigue.
Lengthy decision-making sessions
Prolonged periods of decision-making can deplete your mental energy
Perceived importance of decisions
High-stakes, emotional or stressful decisions can contribute to decision fatigue more quickly
Technology advancement and Information overload
The constant influx of information in modern life can also contribute to decision fatigue
What Does Decision Fatigue Feel Like?
What decision fatigue is
“Decision fatigue is the mental drain from constant decision-making—unlike mental fatigue, it’s tied to the sheer number of choices we make each day.”
Dr. Shawn Watson
Neuroscientist | Cognitive Performance | Aging
What decision fatigue feels like
“It's when your brain hits a wall, you procrastinate, you are easily distracted and you don't feel confident in your decisions.”
Michelle O'Brien
Biotech CMO | Podcast Host | Endurance Athlete
Consequences of Decision Fatigue
Decision fatigue often results in one of two common outcomes:
Decision avoidance
You put off making a choice, delay action, or freeze up under pressure. Ever stared at a menu for too long, unable to decide? Or pushed a big decision to tomorrow, knowing it will still be waiting?
That’s decision avoidance in action.
Default decision-making
Your brain, overwhelmed, takes the easy way out. Instead of weighing options, you go with whatever feels safest. Ever agreed to something just to end the conversation? Or approved a proposal without a deep review just to clear your inbox?
That’s default decision-making.
How to Combat Decision Fatigue
Product
By supporting your brain’s natural cleanup process, Numin helps refresh your mind, reducing the effects of decision fatigue so you can think clearly and make better decisions
Prevention
Automate or routinize minor decisions and prioritize the big ones in the morning
Resilience
Build cognitive resilience by training the brain with cognitive motor duel tasking and neuro mindfulness techniques.
Recovery
Recharge your mind with deliberate breaks, restorative activities, and quality sleep to recover effectively from decision-making demands
FAQs
What exactly is decision fatigue?
Decision fatigue is what happens when your ability to make clear, strategic choices starts to break down after prolonged decision-making or high-pressure situations. A CEO, after a full day of analyzing data and making tough calls, might struggle to think critically and assess risk. A pro gamer in a high-stakes tournament may start making reckless moves after hours of intense focus. As mental energy depletes, decisions become slower, less strategic, and more prone to error.
Who is Numin for?
If making sharp, confident decisions is part of your daily life, Numin is made for you. Whether you’re leading a team, making high-stakes calls, or navigating complex situations, Numin helps your brain stay clear and focused.
When should I take it?
Take Numin before or during any situation where decisions matter most. If you start feeling mentally foggy, second-guessing yourself, or struggling to focus, that’s your cue.
Will Numin make me jittery like caffeine?
Caffeinated drinks rely on stimulants for a short-term boost. Numin provides sustained cognitive support, specifically for decision-making, without artificial highs and lows.
How does Numin taste?
Numin has a refreshing citrus iced tea flavour.
What will I feel?
Your mind will feel sharper, decisions will come easier, and focus will last longer. You will stay in control, planning, reacting, and adapting with clarity and confidence.
Is Numin a stimulant?
Numin contains no caffeine or sugar. Unlike stimulants, it supports your brain’s natural processes to enhance cognitive function without the crash.
Are there any side effects?
No side effects were reported in our clinical trial. However, as with any supplement, consult your doctor if you have concerns or medical conditions.