Bias

As a buyer, consumer or service user, whose disclosures/stories do we pay attention to and whose do we skip/scroll past?

What's the decision-making process behind who we deem worthy and unworthy of our attention and therefore, our custom?

Think about the last time we bought our food and groceries, paid our utility bills, paid for our transport or booked our holidays and leisure activities. 

• Did we only do so after we'd satisfied ourselves we knew enough about the "people" we interacted with at the other end of the transaction? 
• Did we diligently research their personal background/circumstances and likes/dislikes before making our purchases? 

The services and products we need are generally provided by large companies and organisations, so we go with what we know for decision-making ease and speed. 

Yes, customer service experiences (good and bad) influence which company gains and retains our custom. 

However, when a need arises, our initial decision on what/how to consume is based on various factors including brand, reputation, recommendation and our own personal preferences and biases.

With competing priorities, do we really have the time and cognitive bandwidth to question our biases and make more informed choices? 

Marketing teams and departments are adept at portraying companies in attractive ways through "stories", which appeal to their target audience. 

We may know or suspect some of those portrayals are, at best, embellished or, at worst, not a true reflection of the company. 

Nevertheless, we may take it with "a pinch of salt" and still buy their products/services because they're "on trend" or "the norm" or we simply don't have time to look for anything else.

What's taking up our time? 

How can we simplify and streamline our business and personal lives so that we're better equipped to "buck the trend" and go against what society and the business world present as "the norm"?  

• Have we checked our biases?
• Which/whose stories are we listening to?
• Which stories are we telling/portraying?
• How authentic are we being when sharing/listening to those stories?
• Whose story can we highlight, which could make all the difference between whether a small business survives or folds?
• Which privileges and power do we have that can be shared with a business less established than ours?
• What action can we each take to look beyond the natural storytellers and distribute our custom more fairly amongst those who prefer the quality of their work does the talking?

These and other related questions can only be answered through self-reflection, examination of our thought and business processes, coaching, realisation, acknowledgement and adjustment.

We're all too aware, as history and experience has shown us, that consistency, time and effort is what brings progress. 

Let’s encourage and support each other to identify and prioritise how we can make a difference to businesses that need our backing.