You’re Not Looking for Truth. You’re Looking for Proof You’re Right. A new Scientific American study found that when people search the internet, even for facts, they choose terms that confirm what they already believe. Type “caffeine bad for you,” and you’ll find proof it’s poison. Type “caffeine health benefits,” and you’ll find proof it’s magic. Same web, different world. Fewer than ten percent of people realized they were doing it. The rest thought they were being objective. Now apply that to business. The owner says, “We need more sales.” Then they search, “how to get more leads.” They spend more on ads. But the real problem? Prices are too low. Close rates are weak. Offers are stale. They never searched for that because they didn’t believe it was the problem. Many business failures start with the wrong assumptions. The answer isn’t “be open-minded.” That doesn’t work. The study showed that awareness alone doesn’t erase bias. The fix is process A checklist in the spirit of Charlie Munger that makes you ask: • What if I’m solving the wrong problem? • What data would prove my idea false? • Where is the real constraint, the point where progress actually stalls? • What part of this failure would be my fault if I were honest? • What are we about to spend time or money on, and what result are we expecting, in what time frame? You can’t Google your way out of a bad assumption. https://lnkd.in/eh8Q6bpE