Category: Cognitive Bias

This category covers things that relate to the predictable mental errors that human beings make that can impact the accuracy of their thinking and cause them to make poor decisions. Cognitive biases exist because the world is devastatingly complicated and in an attempt to cope with this complexity, the brain creates rules of thumb or heuristics that speed things up but often lead to specific errors that are shared among many people.

Pay For The Right To Pay Less And Other-such Nonsense

A few years ago I went into a supplement shop to buy some gels – these are individual wrapped single servings of complex sugar in a gel form. People take them when they are running or riding a bike (or doing anything that makes eating / digestion challenging or impossible). What I found interesting was the price of them. There were two prices, the regular price and the card member price. What was odd and completely transparent was that the card member price was the same as the regular price at SportChek. The card at the supplement shop cost $10 or $20 and it entitled me to pay the same price as I would have to pay elsewhere. I left after buying nothing. I haven’t bought anything from them since they created this program because I don’t like feeling like an idiot.

I recently remembered this when I went to Mountain Equipment Coop (MEC) to buy shoes and was asked for my membership card. The whole process of becoming a member / owner at / of MEC was strange when I first shopped there but the cost of the card was low enough for me to not care, given that their prices are really good and have never been mistreated by them. That card paid for itself with the first thing I bought there.

Recently another one of these type of programs has come to my attention. Again it is supplements, but this time it’s a little more complicated and uses cognitive biases to capture people and their money.

It starts off with a specific course that you take and need to renew every year. The initial course costs a little more than $1000. You have a few options to renew your certification and can take on-line courses. Depending upon which ones you take, it’ll cost between $450 – $725 for two courses which will count towards your renewal. It isn’t clear what you do the following year but it looks like you will at some point need to take the initial course again; that looks like another $1000.

If you are successful at completing the course, you will then be allowed to sell their supplement line. They will give you the wholesale price on these supplement. If you fail to renew your certification, you will no longer get the wholesale price. I don’t know what the wholesale price is, but their retail price is fairly high and they sell vitamin E (supplementing with vitamin E has been linked to increased risk of prostate cancer and it probably shouldn’t be sold) so I question their intentions of selling any supplements.

What sucks about this last example is that it plays on the sunk cost fallacy – those spending the money to get the certification are disinclined to give it up given that they have spend a lot of money on it. It also creates the illusion of a great value because if you get the certification you get to save a bunch of money on the supplements that they recommend during the course, compared to the retail price of these supplements.

I won’t speak about the course because I haven’t taken it. Those I know who have, do come out of it with a sense of having gained profound insight about what makes people gain / drop body fat. And they do come out very enthusiastic about the quality of the supplements that they can now sell and how they can prescribe these supplements to help people achieve their fitness and physique goals. So long as they workout regularly, intensely and specifically, and eat moderate amounts of high quality food, including lots of vegetables.

Maybe I don’t understand the draw here, but it seems like the course is a gateway to capturing resellers of their supplements, which will help people achieve their goals so long as they do all the things that evidence based science has repeatedly demonstrates helps people drop body fat and improve muscle tone.

It’s one heck of a business model! Get people to pay you to convince them that you have the solution and then let them sell this solution for you, over and over and over again to the people they convinced to buy it.

Why Your Life Is Fine

In my post about the Dunning–Kruger effect I spoke about the inverted bell curve shape between the amount of knowledge someone has about a subject and their level of confidence in the subject – those who are experts and those who know very little about a subject will display the same level of confidence about the subject while those in the middle will show low levels of confidence in the subject matter.

Your life is fine because you rely on shortcuts to make a call as to who to listen to. One of these short cuts is the level of confidence a person displays. ‎As a consequence you’ll trust an amateur as much as an expert. Welcome to you fine life.

Dunning Krueger applies equally to yourself though. Often times you’ll believe you know an enormous amount about a subject when you know practically nothing. The end result is that you feel confident cherry picking information that confirms your point of view while you close off to anything that doesn’t match your world view. This tendency is called a confirmation bias and given that wealth of information that is easily available on-line, it is hard not to find opinions, studies and data that support any point of view.

Think about it this way:

When you listen to someone talk about a subject, you’ll approach it from one of three places. The first is that the person is correct ‎because what they are saying matches what you know / believe to be true. The second is that they are wrong because what they are saying doesn’t match what you know. The final way is from a place of curiosity about what they are saying, why they are saying it and how did they end up believing it. They aren’t wrong, they are correct in what they are saying not because they agree with you but because human beings are completely logical even if one of their assumptions is inaccurate.

Few people spontaneously approach things from a place of genuine curiosity; they either nod and think “yeah, thats how it is” or shake their head and say “what a load of nonsense.” Both approaches are a flawed, dangerous, and hurting the quality of your life.

Consider what would happen if you were to, as soon as you hear something and feel agreement or disagreement, immediately go to the other side and come-up with reasons as to why you disagree or agree. It’ll force you to think about things in a very different way, to try on some unusual thoughts and feelings and help you find out ways to be right about something that is wrong. After you come-up with 3 or 4 possible reasons, allow your mind to return to its initial state and then move forward as you deem appropriate. The goal is not necessarily to change your point of view, it is to take a moment to get away from knowing and open-up to other possibilities.

When you do this, you’ll find yourself becoming more curious about what is actually going on and very soon realize that you’ve started to learn more about something you thought you knew a lot about. This is going to take your fine life and make it so much better!

Cognitive Biases – Some Reasons Why Nothing Changes

With the sheer amount of sensory information that bombards us at every moment it is not surprising that our brains have evolved to use shortcut to help filter the important information out of the noise. These shortcut serve us well, but the automatic nature of them can present us with challenges when we neglect information or make a decision to act without getting more information.

Cognitive Biases by Drake Baer and Gus Lubin on Business Insider gives a list of automatic ways of thinking that can lead to errors in thought. The list is important, not just because it outlines some of the ways that the human brain can deflect accurate perceptions, but because of their nature, we cannot automatically notice them occurring. This is critical. You can combat them using direct conscious effort, but this will take effort and may never become automatic.

Consider the Conservatism bias, “where people believe prior evidence more than new evidence or information that has emerged,” for a moment. This bias may be active within you right now as you look through the list of the cognitive biases and think that they are false and don’t exist. The fact of the matter is, they are real, and over time your brain may begin to accept them as true and alter your understanding of the world to accommodate for their existence. But for the time being, before your brain assimilates this new information, everything you know about how the brain works says that it is a logical information processing machine that puts the same weight on all information it receives.

Why someone would feel this way makes sense. If we are still alive, everything we did before contributed to our survival. Anything new that we learn may not contribute to our survival so we resist it. Why accept untested information when the consequences can be so dire?

Okay, a few thousand years ago. But given that our brain hasn’t evolved much in the last 20000 years, it is no wonder that these cognitive biases exist. Our brain is the product of an environment that ceased to exist eons ago but is still running the same software with the same intention and now both need to be updated.

Read the list and notice some of the instances in your life were these cognitive biases has played a role in your thinking. You may not commit all of them and are likely very good at preventing some of them from happening. That’s great, it means that we are not powerless to their impact. We can, with conscious effort and practice, become aware of them, observe them happen and reprocess the impacted moment bias free. Taking this moment before acting will make your life better, and much closer to what you want it to be.

“The Fog Of War” – Eleven Lessons Applied To Personal Training

Robert McNamara was the Secretary of Defense under JFK and LBJ during the escalation of the war in Vietnam. He had an interesting life with many jobs, but as he got older he opened-up a lot about Vietnam. He had no lust for war and had reservations about it while he was in a position of influence. When he left office in 1968 he had already suggested that the sunk cost of the Vietnam war was too high and that the US should transition their direct fighting role to the South Vietnamese. These suggestions were not accepted and the fighting continued.

The Fog of War: Eleven Lessons from the Life of Robert S. McNamara is a 2003 documentary film about Robert McNamara. What is interesting is that he admitted to his mistakes and expressed that he had done some very wrong things while Secretary Of Defense. He learned from his actions and tried to move forward applying these lessons.

From the movie, the 11 lessons are:

  1. Empathize with your enemy
  2. Rationality will not save us
  3. There’s something beyond one’s self
  4. Maximize efficiency
  5. Proportionality should be a guideline in war
  6. Get the data
  7. Belief and seeing are often both wrong
  8. Be prepared to re-examine your reasoning
  9. In order to do good, you may have to engage in evil
  10. Never say never
  11. You can’t change human nature

When I read the list, I considered how these lessons would apply to personal training. This is possible if we regard war as a partnership between two countries / groups to fight; in a fashion similar to the partnership between client and trainer. Maybe it’s more of a thought exercise and that I have defined the players in a way that allows me to apply the lessons to something that they were never intended to cover. And that is fine, what matters is if something is useful, not that it is right.

1) If a client wants to change, you’ll benefit from gaining an understanding about how they are suffering and what is motivating them to change their course. While you may not know what it is like to be in chronic pain or how unsatisfying seeing your reflection can be, a moment or two spend considering these things can soften the most dogmatic trainer enough to actually connect with a client to establish the trust needed to guide them towards a more fulfilling path.

2) Burning more calories than we consume is, for the most part, how people lower their body weight. That is a logical and rational thought. People know this yet it does not help them achieve their fat loss goals. Their choices are based on something less rational so the solution is likely going to flow out of uncovering or addressing the illogical something that is making life unfold as it is.

3) Often, people will only change for other people. Having enough energy to be an fantastic mother is one of the biggest motivators for a women to begin to exercise and improve her cardiovascular health. Being told that you are 6 months away dying from a heart attack moves people to make the changes they need to in order to enjoy eventually seeing their children graduate, get married and start their own families.

4) Busy people do not have ample time to do all the things that are needed to quickly achieve optimal health. If they are able to create 3 hours a week to dedicate to to improving it, these three hours need to pack in as much of the most effective movements as possible. Stretching, while important, is not going to improve strength or boost energy as much as lifting weights and increasing movement intensity to elevate heart rate. In this case, there is an enormous opportunity cost to stretching or low intensity exercise.

5) If your goal represents a 5% change in your body / fitness, you need to dedicate a small amount of time to it. If the goal is a 50% change, proportionately more effort is needed. Both the client and the trainer will spend a lot more time and effort at the beginning that then will towards the end simply because there is less to achieve towards the end.

6) Great trainers, like great people, make great decisions when they have all the information they need to make a great decision. Without the information to guide your decisions, your solutions will be incomplete and maybe even geared towards solving a problem that doesn’t exist. Listening without judgment is critical for collecting the highest quality data. You’ll remain open to what is actually occurring and this will shape your counsel.

7) Cognitive biases impact our perceptions in such a way that we see what we believe we see and we find the evidence we need in order to support our beliefs.
The things we see may not exist at all and the real world is likely somewhat different from how we perceive the real world. Effective personal trainers are always aware that they have the capacity to see things that aren’t there and to believe things that are not true. These keep the trainer open to the world and bring them closer to seeing the truth as it unfolds in front of them.

8) Progress is a state of constant change and each change may impact the next action. Effective coaches re-examine their clients course regularly and select different actions when they are called for. They know the reason for doing particular things and will not continue coaching something if a better action exists.

9) Doing good work for your clients is going to mean that you engage the worst parts of their behavior. You may not track in completely on their reason for over eating chips and under eating veggies, but to do the good work as a trainer, you are going to have to engage your clients evil and self destructive actions.

10) Everything that is possible IS possible and will come to be with the correct strategy and enough hard work. If the possible remains impossible it is simply because the strategy is incorrect or the work has not been done. “Never” is something that is said at the end of life or in the event that someone quits working towards their goal.

11) You cannot change human nature and as a personal trainer, you need to be aware of your clients nature. In some cases you can just tell someone to stop eating candy and they will stop eating candy – it’s not these peoples nature to eat candy. Regardless, you will need to work with a persons nature to help move them towards their goal. Someone who loves eating candy will probably always love to eat candy so they need to be allowed to eat candy every now and then because their nature will be expressed if repressed for too long, and these unplanned expressions tend to be over the top and extreme. You can work with their nature by asking them to eat good quality food 80% of the time, and have some candy once a week.

It’s probably fair to say that any good lesson can be applied somewhat to any other area in life. The Fog Of War does present some lessons and growth opportunities for personal trainers.

Interesting Stuff About Conflicts of Interest – Post Revisited

In early October 2012 I posted Interesting Stuff About Conflicts of Interest and have decided to take another run at the topic because my feelings have intensified and evolved since then.

Heather likes sales people – well, she likes listening to their pitch and she completely admits that she is open to being taken on the “what would your life be like if you owned this” ride that skilled sellers can take you on. But she doesn’t buy anything she doesn’t want to buy. She is open, but always in control. Sellers like her up until when she says “no thanks.”

I’m the opposite of it this – I hate it when people try to sell me stuff. I rarely allow myself to consider the benefits that buying their product will bring me while I am in front of the sales person. I’m on guard constantly when I shop. It can take me a long time to buy something and I rarely use the items I buy on an impulse or was “sold”. The buying (the sales) process for me is about collecting information that I will consider later.

Both approaches work, but Heather’s seems to deliver a more joyful experience than mine.

Heather is extremely strong and has a clear vision of what she needs in her life. She is able to go along with the sales process to see if the object fits her vision. Items that do, are bought, items that do not are not. It’s very simple. At her job she says “no” to a lot of vendors so she doesn’t seem to fear the consequences of saying “no” and she is already primed with the knowledge if someone is selling something they cannot be trusted to speak objectively about the negatives of that item. She buys when her mind is made up, and she ONLY buys when she wants the thing that is being sold.

I’m different here. While I’m strong and have a vision of what I want my life to be like, I need to try things on in a more reflective way. The reason I believe I am like this is because I have spent a lot of time selling in the fitness industry and am aware that effective selling can be about doing something to the other person vs. doing something for them. Be it a gym membership, personal training sessions or supplements, these items are sold the same way, on the hope of a better life or some improvement if someone ends up buying. While I was selling, I had a conflict of interest that biased my view of what was true.

Much of how I see the fitness world now is based a need for me to live with myself. Given that, as revealed in the clip of my initial post, IF I have a conflict of interest I will have a tough time being honest, in order to live with myself I need to remove the conflict of interest.

What I’ve stumbled on, through experience and conversation with my brother and Ben, is that the industry as it presently exists is incompatible with my views. Most of the people in the industry are selling something OTHER than what the industry is offering. They are selling the hope of a better life disguised as a short-cut. Regardless of their conscious or mindless intentions, very few of them are actually being honest about what they are doing. “Join this gym and you will lose weight”, “eat this supplement and you will gain muscle”, “train with me for 6 months and you’ll become a brand new person”, etc…..

Some of what they promise might actually come true, but that doesn’t make their sales pitch an honest one because most of the people who buy from them do not achieve their goals. In the fitness industry, the sellers are leaving out two very critical pieces of information that one must keep in mind when someone is attempting to sell them something:

1) The seller stands to gain from them buying. Even if the seller is a very moral person, they will lie, manipulate, pressure, etc…. to get the other person to buy their product or service (P&S). IF the seller honestly believes their (P&S) is effective and amazing, and will help the other person get what they want, can they really be blamed for playing hardball to get them to get them to buy? After all, they are acting in the other persons best interest even if the other person doesn’t see it that way. While not necessarily malice, it does imply that the seller does actually know what is best for the other person and knows with absolute certainty that their (P&S) is the best. In the fitness industry this is rarely the case.

2) The future actions of the buyer are what will determine if a (P&S) is actually helpful. In fact, the (P&S) is essentially interchangeable for any similar (P&S), equally effective or useless depending upon the actions of the buyer. The responsibility for the outcome is solely on the buyer.

Consider these for a moment.

If it is the actions of the buyer that determine the value of a sellers (P&S), can the seller really make any statement about the efficacy of what they are selling? The answer is almost always no. The fact that so many people in the fitness industry fail to recognize and mention that their P&S are useless without the consistent effort of the user makes it a dirty industry, loaded with salesmen, cheats, lairs, charlatans and the otherwise “need to be ignored”. Given this it’s easy to understand why so many gym rats dislike the personal training industry. They don’t care that the clients are using the equipment, they don’t like seeing people getting taken advantage of. The gym rats clearly understand that the individual works hard to get the results and that no mentor, coach, trainer or paid companion will ever do the work from them.

How I Have Been Wrong

There is this thing people do that used to annoy me but that I now use as a vetting tool and that is a persons ability to admit that they were wrong. Regardless of their motivation, if someone isn’t able to say that they were wrong they are not a scientist, so their inflated opinion of what they know is tainted by an unmentioned emotional need and biased by something that isn’t an objective truth or reality.

I have been wrong a lot, even if it was well intentioned and based on everything that I knew at the time. And it is important to be wrong and to admit it because only the divine and the foolish do not change.

Here is a list of some of the ways that I have been wrong and changed over the last 15 years in the realm of the fitness industry:

Believing that nutrition is more important than food. This mistake, like a number of the ones I have made while in the fitness industry, was based on the need to make statements that sounded correct, were thought provoking, and that were sticky. But it is nonsense. Human beings NEED to eat food to get nutrients, they cannot thrive consuming the nutrients alone. Whole food is a natural concoction of 1000’s of chemicals that work in a synergistic way inside the body. When these chemicals are taken in one at a time, they have a different impact on the body and there is no certainty that this is going to be a health promoting.

Believing that the program is more important than consistency. I used to believe a lot of the hype and I would dispense this advice as though it was scientific fact. The fact that my clients were getting good results I interpreted as proof that the programing was effective. But over time I started to notice that the clients of some other trainers who programed using the same methods were not experiencing the same results. Furthermore, I noticed that clients who were using extraordinarily simple programs were experiencing great results. What I had missed was the fact that doing small things consistently will generate better results than a perfectly crafted program that is done occasionally.

Believing that by creating an emotional response a transformation has occurred. This one is false, completely false. While there may be times when an emotional response indicates a readiness for change or that a person has started their transformation, setting out to make a client cry is not helpful and will usually permanently damage the relationship. This is not to say that there is no useful information revealed when a client has a spontaneous and organic emotional response, there is just very little useful information to be gained by setting out to create an emotional response. It’s a sales tool that is used to breakdown defenses so someone can sell their services. It’s unforgivable and anyone who sets out to do it is trying to help their own bottom line and doesn’t care about the well-being of the person they are trying to take money from.

Believing that EVERYONE should workout and become more healthy. Morally I struggled with this one for a while. I believe that everyone is entitled to live an amazing life, rich in health and vitality BUT they must choose to live this life. Any coercion or pressure that forces them to choose it will usually result in more suffering as they fail to achieve success and feel worse than they would have had they not tried. I am always enthusiastic and possibility driven with anyone who is suffering the effects of poor health choices, but I’m only at their service when they choose to transform their life. Everyone CAN be more healthy but people shouldn’t be pressured into it.

Believing that what gurus said was more useful than what I knew. Within the fitness industry the gurus have a field day selling their wisdom to anyone who is looking for a shortcut. These people in turn make money dispensing this wisdom to the people they convinced would benefit from it. The problem with believing the gurus is that they rarely have any scientific basis for supporting their claims, and given that they have a financial motive for stating anything, there is a conflict of interest that motivates them to lie. Their well of wisdom in poisoned and unless science supports their claims, you shouldn’t buy into them. After 15 years in the industry, the formula for success is very simple, consistent intense work through a full range of motion, moderate amounts of good quality food (mostly vegetables), adequate rest and recovery, and a positive outlook on life in general. This isn’t flashy and it won’t make me millions of dollars, but it works for everyone and it is based on science.

About Science and Research In The Field of Fitness

Interesting read by Helen Kollias via Dr. John Berardi’s web site.

It is mostly about the relationship between eating breakfast and changing levels of body fat. But it is so much more!

The thrust of the article is that researchers have a conflict of interest and will observe what they want to observe, report what they want to report, leave-out what they want to leave-out and put forward conclusions that reflect their bias. Regarding eating breakfast and reducing body fat levels – the findings have more to do with overall behavior and very little to do with breakfast alone; if someone begins to eat a good quality breakfast, they tend to change other behaviors so they become more inline with how they start their day.

A few weeks ago they posted an article about nutrient timing and how workout shakes make no direct long term difference to the results people get. Supplements can, however, play a role in changing behavior (in much the same way starting to eat a good quality breakfast can/does). Anyone who makes a claim that a supplement will do anything more than good quality food can is either deliberately lying, blinded by a conflict of interest or clueless. The role of supplements is to supplement a good diet so their use in some instances is helpful but never a substitute to one.

If you are, however, looking for a shortcut to better health and willfully accept someones recommendation that buying supplements from them will provide you with this shortcut be aware of two things:first, you are making them money, which is their role in the interaction and two, in the long run the shortcut is actually to eat moderate amounts of good quality food, mostly vegetables, get moderate amounts of safe exercise, keep life in perspective and get sufficient amounts of rest / recovery.

While the truth isn’t sexy, it is the truth REGARDLESS of how biased the loudest point of view may be.

Sunk Cost – Another Way The Past Influences Your Future

Sunk cost is regarded as the amount of money / resources that have already been spend / invested into something that cannot be recouped. These costs have already been incurred regardless of the outcome.

For example, spending $5000 digging a hole in the back yard for a swimming pool. Regardless of how you proceed after the hole has been dug, you cannot get the $5000 back; filling in the hole will not return the money. Another example is working on a relationship – you can spend 6 months going to therapy in an effort to mend things with no guarantee that you’ll both grow old together.

The issue with sunk costs is that they can bias perspective and effect decision making because we can tend to place a higher value on past actions vs. future actions. A number of studies have shown that people become more certain about their decisions after they make them – those who bet on a sporting event will immediately become more confident that their desired outcome will be the eventual outcome once they place their wager.

The reality is very different. While the betting odds can change as a result of more people betting on an outcome, and while those people will become more certain about the outcome, NOTHING about the outcome has changed. The team that was going to win is still going to win. The actions of those outside of the system will have no impact on the actions inside the system.

To put is another way, what is the eventual outcome is going to be the outcome regardless of any sunk cost. Sinking cost into a bad decision will not make it a good decision REGARDLESS of any perceptual tendency to think that it does.

Given the human tendency to further invest in poor choice because of sunk cost, it’s easy to see how this can have a detrimental impact on ones life. Alternative options will not be considered or will be viewed less favorably and resources will continue to be invested into a poor decision. What is viewed as unworkable from an external and objective point of view can be viewed as worthy of continued effort by those who are involved and subjectively engaged in the process.

How do you know when you are being impacted by sunk costs?

  • You’ll hear yourself saying or thinking “well, I’ve put this much into it already” while you have a feeling that walking away will be a waste of that effort. In this instance, you have already realized the eventual outcome but rationalizing a delay by looking at the sunk cost. Immediate action is both appropriate and needed here.
  • You have a tendency to view things in terms of win:lose and not from a perspective of what was the lesson from an experience. You don’t want to lose so you continue in a failing attempt to win. In reality both are abstract and meaningless distinctions. If you choose personal growth from an experience you will be able to move forward very quickly because you’ll view the sunk cost as the price for a powerful lesson.
  • You are fearful to consider different alternatives because of a sense of wasted time / money / resources. This is an indication that you are not being objective and open minded, a clear indication that something illogical is at play.
  • You have a scarcity view of the world and believe that you may not ever have the sunk resources again. Being loss avoidant isn’t necessarily a bad thing, but when you hold a view that what has been spend cannot ever be regained, you are not looking at the future accurately. The consequence is that you end-up pouring MORE resources into something that is a lost cause; this will increase the scarcity of resources making real the very thing you are trying to avoid.

There are times to stay and persevere and there are times to learn a lesson and change your course. The right thing to do is the thing that is objectively and statistically the most probable way to achieve your goal. The wrong thing to do is to avoid unpacking your reasons for staying because you believe everything would be a waste if you were to stop.

Sunk costs impair rational thinking so if you are in a situation and have spend a lot of resources on it, be mindful that your natural tendency will be to view continuing as the best course of action. It may be, but take the time to see the potential costs of continuing and to evaluate the situation for what it actually is right now vs. what it was when you made the decision to invest in it.

Interesting Stuff About Conflicts of Interest

When there is a conflict of interest, people can easily abandon their ethics and serve their own needs. Even good people. Not because they are complete jerks (or jerks at all), but because they don’t actually see what they are doing.

In this clip, Dan Ariely tells a story about why you shouldn’t trust your dentist. The dentist has something to gain from selling you dental services / products but you don’t necessarily NEED the service / product. Gray / silver colored fillings are functionally the same as white once yet the white ones tend to be sold first.

The entire conversation is great, shocking actually. But it gave me some insight into why I despised selling supplements when I was a trainer – because someone was gaining from them being sold and it usually wasn’t the person who buys them.

So what?

By knowing that your service providers are capable of shifting their ethics when they stand to gain from a particular outcome that they can influence, you will maintain a level of objectivity that will empower you to make the decisions that are right for you. Keeping this in mind is always the correct thing to do, particularly when faced with the fact that they may not even be aware of their subjective bias.

Their lack of knowledge is actually what obligates you to maintain your objectivity as it serves your best interests and helps them to maintain their ethical identity.

Why is it so tough to call someone on their bias?

As Dan states in the video “once you meet someone face to face it is incredibly unpleasant to mistrust them.” It can seem like (and be received as) a slap in the face to them and it serves as a reminder that we can’t actually trust ourselves when it comes to vetting bull-crap. The second point is true for everyone so the first point is irrelevant – so what if they or you feel mistrusted, the science supports the fact that people CANNOT be trusted when there is a conflict of interest. When someone stands to gain something, there is a very good chance that they will lie without realizing that they are lying.

Your call to action

Stand-up for your best interests. Ask them for the proof when they make a claim. If something is described as better, find out if this is based on evidence or is just an opinion. Educate yourself. Perform your due-diligence before you buy. Learn to accept that bad feeling you get when you say “no” to someone by realizing that you can buy later. Notice the way you feel when being engaged by others and become aware that being manipulated feels like something; if that feeling is triggered, understand what is happening and move on.

Your Brain Talks To Their Brain

Let’s take a moment to consider what is actually happening during a conversation; we’ll take a few passes at it striping away the layers of narrative to reveal something wonderful.

Two people are talking, exchanging ideas and information.

The ideas and information are created, stored and processed by the brain. The ears and mouth are the tools the brain uses to transmit and receive information.

The sound waves are manufactured by the vocal chords based on the nerve impulses that represent the information the brain is trying to transmit. The sound waves are received and shake the ear drum of the other creating nerve impulses that are channeled into the brain for processing.

The brain is the center of all information processing, the body is a tool that the brain uses to give-out and take in information.

During a conversation, two brains are interfacing to trade information. Any other distinction we add serves only to complicate what our understanding of what is happening.

So what?

This simplifies things. The fact that you are talking to the other persons brain, and that it is actually your brain talking to it, opens-up the ability to alter the way the other persons brain processes the information. The brain does not do the same thing with all the information that comes in. First off, different parts of the brain do different things with information. These parts are all interconnected so the combination of possible routes through the brain is limitless. Next, not all parts of the brain are active all of the time – the ramifications of this are that certain types of information / information processing services may not be available all of the time. This can be due to lack of fuel, chemical inhibition, or the conscious by-passing of processes.

It also complicates things. After all the narrative stuff has been stripped away we’re left with two of the most powerful information and pattern matching machines interfacing to exchange ideas. But how often does one really consider this fact during a conversation? Rarely. For most of us, there are two people, separate from each other and their environment. They are talking, exchanging stories, facts and feelings. They likely believe that what they are talking about is important and of significance in their lives. The impact of these narrative layers is powerful and it can bias the way the information is received, twisting the way one perceives facts. Imagine, for example, the impact a volatile relationship can have on the stories one tells their brain about what the other person is doing.

What does this mean?

Well, if you have the self-awareness to realize that there’s a lot going on in your brain and that you are only aware of a small portion of what it’s doing, you’ll see that there is a big difference between knowing this to be a fact and not knowing that it is a possibility. Those that know gain insight and control over their thinking simply because they accept that the brain is a machine and that consciousness and spontaneous thought are just consequences to it being a brain. Emotions are other consequences and they reflect a match of a pattern that is significant for some reason. Pattern matching isn’t perfect, and miss pairings are very simple given the amount of sensory input flowing into the brain while something is happening. Realizing that you are your brain is liberating. We can learn new patterns / pairings, we can stop thoughts at will and direct our mind onto the things we want, we can accept that some of our automatic behaviors are based on poor information collected years ago and we can replace them by doing the things that work for us.

Those that know that they are their brain are at a distinct advantage when they engage other people because they know how the other person can approach the world – as self-aware or not. This distinction is very important when communicating effectively with others. If a person doesn’t have much self-awareness, you are talking to their mind, their understanding of the world, all the assumptions and lessons they hold. With a self aware person, you are talking to someone who realizes that their mind can add or remove the different levels of narrative (those mentioned above when describing what is happening during a conversation) so you are able to engage the each other in the most effective way – your brain talking to their brain.