One of my favorite sports pundits often say, “We all visit the same website: IAmRight.com.”
By that, he means we seek facts, stats and opinions that prove our hypothesis or our preconceptions. The person we hired is doing a fantastic job, the program we launched is performing exactly as intended or the product our team created is adding what we thought it would to our market share.
You might recognize this phenomenon as confirmation bias. It’s real. And it’s a problem.
Confirmation bias can lead to poor decision-making because it provides people with all the reasons to support their own claims and aims, with nothing to refute. If you’re attempting to ethically win the heart and mind of your target, you must do your due diligence and look at all relevant data sets to make sure that what you’re proposing is the right thing to do. Once you’re convinced that your proposal is the right thing for your target, for you and for the situation at hand, acknowledge the bias.
How to Leverage Confirmation Bias
Let’s say you’re proposing that your company partner with a specific new supplier. Leveraging confirmation bias in persuasion can sound like this: “I found one I think would be a great fit. So I looked for reasons why we should partner with this company. I looked at locale, capacity and all the things that company does well. And that’s exactly what I found — reasons why we should partner.”
But don’t stop there: “I’d be fooling myself if we didn’t do our due diligence, and I want to be sure I’m not falling prey to this thing called confirmation bias — by only seeing what I want to see. I suggest we have a few others, people who aren’t as close to this decision as I am, take a hard look at this potential partner and help determine if it would be a good fit.”
Taking this deliberate approach can dramatically improve the chances of your recommendation being accepted. It also shows you’ve thought deeply about this decision, you’ve done the necessary background work and you’re offering up your analysis for peer review.
Organizationally, you’ll be seen as intelligent, honest and a person of integrity.
Because you are.