What He Says: One topic covered is "Confirmation Bias," in which your brain pays attention only to what it's seeking to confirm (and ignores all data contrary to its belief). In this way, your brain acts as a filter, desperately working to tell you that what you already think is true is, in fact, true (even if it's not!).
What This Means for You: Entrepreneurs can fall far as a result of confirmation bias. As soon as you begin to believe something is true, your brain works hard to make sure you are right about the way you see yourself, your business, and the market at large. This is how companies large and small fail - they believe their own stuff, and thus don't see massive change on the horizon.
What You Should Do: Pay more attention to contradictions. Don't allow your brain to miss evidence and opinions that are contrary to what you already believe to be true. Make it a practice to continually seek contrary evidence. You don't have to take it at face value, but you should definitely consider whether it is true.
Virginia Ginsburg is founder and chief consultant at Swell Strategies. She is passionate about supporting small business owners and entrepreneurs in starting and running successful enterprises. An avid reader, in this blog she reviews books and articles and relates specific learning points back to entrepreneurial businesses.
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