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.