Secret Marketer: Our biases cause us to be bad marketers

Whenever we try to figure out a future outcome – like ‘will this new product work when I launch it in the market?’ – marketers enter a minefield. If it’s a success, do we readily convince ourselves that we understood this was going to happen, that our sheer greatness as a marketer was the reason and that we were in control? If it fails, do we comfort ourselves with the reality that the marketplace is filled with random and interrelated variables, external factors a