In The Media

“This excellent book shows how the science of decision-making can be applied and therefore the outcome made better.”

Tony BlairFormer Prime Minister of Great Britain and Northern Ireland

“It is a book about a process for decision making that helps you make better decisions. Einhorn’s AREA method fits the bill.”

Shane ParrishFarnam Street

“There’s no more queasy second-guessing long after the fact. When Einhorn says, “Problem solved,” she means it.”


The AREA Method is teaching high school students about decision making.

A conversation about Problem Solved with New York Times columnist David Bornstein.

Endorsements & Reviews

“Cheryl shows how good decision-making is part imagination and part science. This excellent book shows how the science of decision-making can be applied and therefore the outcome made better. In today’s world of complexity that is a pretty useful guide!”

Tony Blair former Prime Minister of Great Britain and Northern Ireland

Tony's Endorsement on Facebook
“Problem Solved: A Powerful System for Making Complex Decisions with Confidence and Conviction — This is not a book about doing the impossible, it is a book about a process for decision making that helps you make better decisions. In an immediate, action packed and complicated world, we are in need of a decision making processes that nudge us to do the work required to make a decision. Einhorn’s AREA method fits the bill. I specifically liked the emphasis she placed on breaking down the research phase into a series of easy-to-follow steps. “

From Shane Parrish (Farnam Street)

“The AREA Method helps ground decision-making in sound research and analysis, helping to avoid the pitfalls of cursory information and faulty assumptions. From covering pro and cons to eliminating the gray areas, we arrive at the best way to move forward with confidence. And, having become an expert in the entire ecosystem of an issue, we get the the added benefit of being able to explain it convincingly to others. There’s no more queasy second-guessing long after the fact. When Einhorn says, “Problem solved,” she means it. So will anyone who uses her method to make a big decision.”

Patricia Gale,

Read The Full Review
“Impressively well written, exceptionally well organized, informatively presented, “Problem Solved: A Powerful System for Making Complex Decisions with Confidence and Conviction” is an effective and practical life-enhancing read from cover to cover. While very highly recommended for community and academic library Self-Help collections, it should be noted for personal reading lists that “Problem Solved” is also available in a Kindle format.”

Mary Cowper, Reviewer – Midwest Book Review

Read The Full Review
“Effective problem solving in our daily lives requires orderly thinking. Cheryl Einhorn shows us a way to do it in a short, clearly written book. Her lessons are organized around case studies that are free of jargon and to the point. In fact, her case studies are short novels that draw the reader into the dilemmas her characters face. They provide wonderful illustrations of how to go about making difficult decisions. Her book is a ‘must read’ those of us facing major decisions about our personal and professional futures.”

John Campbell, former United States Ambassador to Nigeria and currently the Ralph Bunche senior fellow for Africa policy studies at the Council on Foreign Relations.

“Cheryl Einhorn has given us a practical book providing a wealth of useful lessons for making complex decisions of almost any kind. It breaks down everything from where to look for data and insights to how to make sure you don’t see only what you want to see. This is a book that can be useful for everyone.”

Atul Gawande, best selling author of the Checklist Manifesto and Being Mortal

“In my 25 years reporting on social innovation, I’ve found that what distinguishes the most successful organizations is how they minimize risk, pursue opportunity, track results and plan ahead. The AREA method described in this book offers an accessible and systematic approach for anyone to do this: It shows how to break down complex decisions into manageable steps, and provides a disciplined method to identify key questions, reveal core assumptions, and evaluate alternatives — helping to clarify pathways and possibilities.”

David Bornstein, author of How To Change The World, Social Entrepreneurs and the Power of New Ideas, and the New York Times ‘Fixes’ Column

“At a high-level, I really benefited from using the AREA Method… and plan a similar order of operations going forward.”


“I think the process was extremely useful and really forced me to prove assertions with real data.”


“I would recommend it to others as a good toolkit/checklist. It is a valuable and unique way to look at problems.”


“I do think that ultimately, the AREA Method led me to a better research outcome. I feel more confident and comfortable with my work and analysis. I would use the AREA Method again.”


“I started your book last week, the audio version, and actually stopped after 90 minutes so that I could order a printed version as well.  Your book is too good and I need to have a paper copy to take notes in the margins. “

Dave from Texas

“Stumbled upon your podcast on Awesome at your Job and loved it. Working on a strategy to help school management to be more supportive to help teachers to prevent burn-out. Find your AREA method extremely helpful for both myself and my clients.”

Diny, Ondernemerscoach The Netherlands

“I got so much out of this book! It reminded me of two things. I remember taking the Xerox Sales Course in the early 1980’s. It provided with a framework and system for all the sales calls I made for the next decade. Reliable. Repeatable. Provided both rhyme and reason for all my sales calls. This is exactly what Problem Solved does for your Decision Making. A thoughtful process and system to follow. And one that intelligently accounts for the biases that we invariably bring to each and every decision. Also thought of Checklist Manifesto. We may believe that our seat of the pants, going with our gut system is all we need. It isn’t. But this is. Do yourself a favor and read Problem Solved. Author Cheryl Einhorn has made incredibly accessible.”

Denver D. (

“I really enjoyed reading the book and I am already starting to use the method. I have also shared the book with a friend who is also enjoying it. “

Crispus, Kenya

“Thank YOU for such a fantastic event!! As I said last night, we don’t always have Thought Leaders as incredibly dedicated as you were — you truly went above and beyond with your preparation, and it showed! I had a great time, and I know our members did too.”

Kay Sorin
Thought Leadership Manager | IVY

“A big thank you from Central Otago NZ. I heard about the AREA method on the ‘How to be awesome at your job’ podcast and I really like it! I’ve tried it myself and with clients and have found it useful regardless of what someone’s communication or training preferences are. Thanks for sharing and I look forward to seeing what the AREA team does next.”

Sarah Bond, Owner, Employ Me Now, New Zealand

“Cheryl tackles decision-making with clarity and confidence, making tough calls feel smoother and time with her both helpful and a delight. She spoke at our event last night and people were singing her praises for hours afterward! The common thing everyone said was, “wow she’s really smart.”

Dina Kaplan, founder, and CEO of The Path

“Love your book so far. I believe that the AREA Method is a great tool to apply to video production. I am certain that I will be a boon for me in the future.”

Clayton, New York


Highlighted Speaking Engagements

  • Milken Institute Global Conference
  • International Positive Psychology Association World Congress
  • Cornell University
  • Center For Scholastic Inquiry
  • Women’s Entrepreneur Network
  • IVY New York City
  • Barnes & Nobles Eastchester, Yonkers and Columbia University
  • The Path