Hire a Consultant to Challenge Your Reasoning—Not Support It.
Reasoning didn’t evolve to get at the truth. It was designed to help us win arguments. So argues Hugo Mercier from the University of Pennsylvania.
This is the confirmation bias at work, which I’ve covered before: we unconsciously look for evidence to back up what we already believe. That can be a problem when developing a brand, or marketing campaign. Even when you believe you are pursuing the truth, you are more likely to end up continuing bad habits unless you get some fresh insights from outsiders.
This is a big argument for bringing in outside branding and marketing consultants. Companies and organizations may try to avoid this, wanting to make the most of their internal resources, but the price may be insanity, if you subscribe to the definition that insanity is repeating the same mistakes.
As consultants, our business is no different. In our 11 years of business, I can safely say that all our greatest changes were sparked and instituted with the help of outside consultants. As the bumper sticker says, “you don’t have to believe everything you think,” but it usually takes a good bump to make us see that.