The third obstacle to creative thinking for business success is rationalizing. We know that human beings are rational creatures, but what does that mean? Being rational means that we continually use our minds to explain the world to ourselves, so we can understand it better and feel more secure. In other words, whatever you decide to do, or not do, you very quickly come up with a good reason for your decision. By constantly rationalizing your decisions, you cannot learn to improve performance for business success.