I’m Biased, You’re Biased

Bias infects and affects us all. Being biased is therefore, neither good nor bad. It just is. What can make someone better or worse, as a marketer

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or a researcher, is how in tune a person is with his/her own conscious and unconscious biases, and how a person works through or around those biases.

We will always look at people and evaluate their statements and their experiences through a lens that includes several, or many, biases. We will always shy away from various experiences, activities or people because of bias. Who knows what we’re missing?!

The goal is to be conscious of those biases, and think before reacting, evaluating and responding: what is the reality here, and what is the perception that is colored by my bias.

As Shankar Vedantam says in The Hidden Brain: How our Unconscious Minds Elect Presidents, Control Markets, Wage Wars, and Save Our Lives, “Extraordinary people are not extraordinary because they are invulnerable to unconscious biases. They are extraordinary because they choose to do something about it.”

Let’s say that I have a bias against women with short, button or upturned noses. My gut response to seeing them is to think they are not really smart, or deep. Superficial. Suzy cheerleader. (And there, by the way, is another bias: cheerleaders aren’t intellectually deep people.) Without being aware of my bias, my automatic response would be to

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discount what the button-nosed woman is saying. However, with an awareness of my bias, I can check my instinctive interpretation against a less-clouded view.

That’s one of the things that good interviewers have going for them. We listen to all sorts of people, and find the worth and truth in what they are saying because we acknowledge and work through the biases that can filter out some

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real gems.

In work, and in life, being aware of your biases and learning how to work with them can open up your life to much that you might have

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otherwise missed. Pearls of wisdom from an “unlikely” source. Or the joys of origami. Or eating octopus.

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