Psychologists have long recognized a phenomenon called confirmation bias. We tend to seek out people or sources of information that confirm what we already believe, and dismiss any information that questions or contradicts those beliefs. For marketers, that’s the kiss of death. We can easily lull ourselves into thinking that our own perceptions are reality, then base all our plans on those perceptions, even if they’re flawed. It pays to remember that your own preferences are mostly irrelevant; what matters are the preferences of your prospects. Question all your assumptions, and encourage contrarian thinking if you want to make sure your own bias isn’t leading you astray.