From Forty: One of our most common tendencies as people is believing that our own thoughts and opinions are true or the best option. It’s human nature, and a lot of times your gut will lead you in the right direction. However, this bias can hinder our ability to make educated decisions, cause us to overlook important facts, and encourage us to dismiss good ideas from others. · Go to You are not your target audience →

James Archer explains consumer “decision modes” (spontaneous, competitive, humanistic, and methodical), based on FutureNow’s buying persona research.