We see the world as a rational, logical place. We like to think we live in this fixed reality where we can plan, control, and define our future. It’s an approach that business’s call strategy.
But it’s not that simple.
There are as many worldviews as there are people. Each of has a different subjective take on the world. No-one sees the world the way we do.
And none of it’s logical. Here’s why …
When we interact in the world we confirm many things based on our individual bias. We turn to the world, saying, “Look, this happened the way I said it would.”
Well. not quite.
This is called confirmation bias and it conforms the world to our perspective. A perspective that was defined by our upbringing, the education we receive, the beliefs that we hold and the ideas that define what we are doing.
Then there are the moments that don’t conform. But we create a justification why they panned out that way. This is called cognitive dissonance and we use it to make excuses for ourselves. We use it to force the world to comply with our frame of reference. But the world does not really comply. We just feel good because it feels like it does.
These biases and justifications are our blinds spots. It’s hard to see them. It’s like asking the fish to understand water. Not going to happen, is it?
What this means we don’t make rational decisions. We think with our emotions, we join tribes that bring together like-minded biases. And we are happy and content.
This is what you are marketing to. That’s why you can never stop asking yourself “Whose problem am I trying to fix.” This will define the group of like-minded biases.
Originally published at michaelcowen.co.za.