Survivorship bias in business

We tend to be interested in the success stories of many. We love the encouragement it provides us, but we often overlook the fact that most of these success stories have undergone through many failures.

Survivorship bias is when we concentrate on the peopl...

The reality is that although we want 'everyone' to be our target audience, it is neither realistic not sensible. Consumers are different -- each have a distinct functional and psychological need -- therefore we have to talk to them differently to be persuasive. 

Plus, targe...

The taxonomic illusion reveals how human ordering systems often reflect our biases rather than objective reality. This concept demonstrates that:

• Categories we perceive as natural are frequently human constructs
• Classification systems can conceal rather than re...