“GPS devices know everything about what they know and nothing about anything else.
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The reason we don’t always behave in a way which corresponds with conventional ideas of rationality is not because we are silly: it is because we know more than we know we know.
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The trouble with market research is that people don’t think what they feel, they don’t say what they think, and they don’t do what they say.’ Trivers and Kurzban explained the evolutionary science behind that conundrum: we simply don’t have access to our genuine motivations, because it is not in our interest to know.
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Evolution does not care about objectivity – it only cares about fitness.
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If it helps us to perceive the world in a distorted fashion, then evolution will limit our objectivity. The standard, naïve view, as Trivers observes, is to assume that evolution has given us senses which deliver an accurate view of the world. However, evolution cares nothing for accuracy and objectivity: it cares about fitness.
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For a business to be truly customer-focused, it needs to ignore what people say. Instead it needs to concentrate on what people feel."
Trechos retirados de "Alchemy: Or, the Art and Science of Conceiving Effective Ideas That Logical People Will Hate" de Rory Sutherland.
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