Home Wine Business Editorial E Column Don’t Believe Everything You Think?

Don’t Believe Everything You Think?

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Lately as I started some new projects, I have been thinking about whether or not I believe these projects are viable because I want them to be, or if I am just deluding myself, and they don’t have the merit that I think they have.

It is typical of the human brain to validate the ideas that we have. When we want to start a new endeavor our brains are more likely to direct us to information that will confirm what we believe or want to believe rather that give us the facts.

For example, in a town nearby to where I live there is one corner that has, in the time I have been paying attention, had five different Mexican restaurants in that location. I am not saying that starting a Mexican restaurant may not be a good idea (I love Mexican food). I am just saying that perhaps that particular corner is not where you want to open your restaurant. If it hasn’t worked five times, there is a good chance it won’t work a sixth.

More than likely, a sixth Mexican restaurant will go into that space because we tend to pay less attention to things that do not fit with what we have already decided. We bias our brain towards confirming what we already want to believe.

I was listening to a well known author speaking the other day and he said that, “Ego defends us against new information from the world.” As soon as we get our ego involved and are bought into believing something, it is very difficult for us to understand that whatever we want to do might not be a good idea.

Another reason why this is likely is that we tend to surround ourselves with people who think similarly to the way we do and therefore will also confirm our bias.

Before I go forward with my new ideas I am going to seek out a few people I know who tend to have different opinions to the ones I hold and ask them how they feel about my new projects. Chances are I will still go ahead with them, but I will probably be more aware of possible problems I may encounter.

A tip of the glass from me to you

Elizabeth SlaterE Column
by Elizabeth “E” Slater, In Short Direct Marketing

A recognized expert in the fields of direct marketing and sales in the wine marketplace. Slater has taught more wineries and winery associations how to create and improve the effectiveness of their direct marketing programs and to make the most of each customer’s potential than anyone in the wine industry today.

Follow E on twitter @esavant and facebook.

 
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