Much of our modern dialogue about business and many other topics today is based on the dichotomy between science and advocacy. We say evidence, consistency, and proof are important to us, but we also have strongly held beliefs the truth of which ironically prove hard to explore objectively. That's because we're not objective at all. We're built that way, and we hardly ever gather data on ourselves... plus how much is the data gathering process unbiased? We tend to think we're proficient at something even when we aren't. And the “we aren't” is likely closer to the truth. Our ego fights fiercely to defend its honor — this is one idea Freudian therapists and experimental psychologists agree in. “As a result, many of our most basic assumptions about ourselves, and society, are false,” says Leonard Mlodinov in Subliminal. Mlodinow asks a series of provocative questions like, Why doesn't the business...
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