What Makes A Decision Irrational?

After spending 30 years deconstructing the inner processes of how people decide, and training a decision facilitation model I developed for use in sales, coaching, and leadership, I’m always amused when I hear anyone deem a decision ‘irrational’.
Only outsiders wishing for a different outcome designate a decision as ‘irrational’. I doubt if the decision maker says to herself, “Gee! I think I’ll make an irrational decision!” I could understand her thinking it irrational after reaping surprising consequences. But not at the moment it’s being made.
We all make the best decisions we can at the moment we make them. It’s only when someone else compares the decision against their own subjective filters and standard,

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