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We Do Not Think How We Think We Think

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Presented at Deluxe's annual internal Product Learning Summit in 2017, this talk provided an informal survey of the limits of human cognition and perception and encouraged attendees to be more critical about acknowledging their own biases and limitations.

Published in: Leadership & Management
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We Do Not Think How We Think We Think

  1. 1. HOW DO WE THINK WE THINK?
  2. 2. ? !
  3. 3. ? !
  4. 4. HOW DO WE REALLY THINK?
  5. 5. We have two brains. Primitive (the elephant): fast, automatic, intuitive, emotional, concerned with survival Executive (the rider): slower, conscious, analytical, distractible, concerned with truth
  6. 6.
  7. 7. BUT WAIT… THERE’S MORE.
  8. 8. ? !
  9. 9. WE DETECT PATTERNS… EVEN WHEN THEY’RE NOT REALLY THERE.
  10. 10. SOMETIMES, WHAT WE SENSE LEADS TO MULTIPLE CONTRADICTORY INTERPRETATIONS.
  11. 11. AND THEN WE SEE THINGS THAT JUST AREN’T TRUE.
  12. 12. THEN TO TOP IT OFF, WE IGNORE THE VAST MAJORITY OF THE SENSORY DATA THAT WE TAKE IN.
  13. 13. To recap: YOU HAVE TWO BRAINS, YOU CAN’T TRUST YOUR SENSES, AND THERE’S NOTHING YOU CAN DO TO CHANGE THAT.
  14. 14. HARNESS YOUR BRAIN’S PATTERN-RECOGNITION SUPERPOWERS.
  15. 15. Framing Bias
  16. 16. Framing Treatment A Treatment B Results Positive Saves 200 lives A 33% chance of saving all 600 people, 66% possibility of saving no one. 72% chose treatment A Negative 400 people will die A 33% chance that no people will die, 66% probability that all 600 will die. 78% chose treatment B 600 Sick People
  17. 17. Countering Framing Bias Acknowledge the frame Actively flip the frame
  18. 18. Availability Bias If a random word is taken from an English text, is it more likely that the word starts with a K, or that K is the third letter?
  19. 19. Countering Availability Bias Don’t settle for easy data; seek out the best info.
  20. 20. Anchoring BiasAnchoring Bias
  21. 21. Roulette and African Nations in the UN Roulette wheel ends on… Respondents guessed… 10 25% lower 65 65% higher
  22. 22. Countering Anchoring Bias
  23. 23. Halo (or Horns) Effect
  24. 24. Overconfidence Bias
  25. 25. Correspondence Bias
  26. 26. THAT’S ONLY A FEW EXAMPLES OF THE COGNITIVE BIASES RESEARCHERS HAVE IDENTIFIED.
  27. 27. FASCINATING. BUT DOES IT REALLY MATTER?
  28. 28. PLACEHOLDER FOR CUSTOM IMAGES
  29. 29. Until you make the unconscious conscious, it will direct your life and you will call it fate. — CARL GUSTAV JUNG
  30. 30. THANK YOU! Will Sansbury Director of UX - FS will.sansbury@deluxe.com

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