A cognitive bias is a bit like cholesterol: everyone knows it exists, but nobody thinks it applies to them. Of course, it is always someone or something else that is biased. The colleague who “doesn’t understand the strategy”. The market that “reacts irrationally”....
In the seemingly subdued world of business, there is a phrase that is heard time and again like a sacred mantra: “Look to the future”. Outwardly inspiring, it cloaks the person saying it in an almost mystical entrepreneurial aura, as though they are reshaping things...
