---
title: 3 Common Biases Affecting Your Decision-Making
description: "Learn the best way to recognise the biases that can occur and how to \nmanage them in your decision-making.\nThere are 100,000,000,000,000,000 processes running through your head right now."
image: https://blog.hellostepchange.com/hubfs/Step_Change_Jun2016/Clapperboard.jpg
---

[![Step Change White Logo](https://blog.hellostepchange.com/hs-fs/hubfs/SC%20-%20Logo_Full%20-%20White%20+%20Colour.png?width=208&height=36&name=SC%20-%20Logo_Full%20-%20White%20+%20Colour.png)](http://www.hellostepchange.com/?__hstc=45788219.b3896949ac4325b4833c9f227aad12ee.1788765059220.1788765059220.1788765059220.1&__hssc=45788219.1.1788765059220&__hsfp=f27fa453a3b88fbe5f30c0a77d91c2c9)

- [Home](https://www.hellostepchange.com/)
- [About](https://www.hellostepchange.com/about/) 
    - [About](https://www.hellostepchange.com/about/)
    - [Careers](https://www.hellostepchange.com/careers/)
- [Services](https://www.hellostepchange.com/about/) 
    - [Lockstep Baseline](https://stepchange.typeform.com/to/dDl1DXnC)
    - [Brand and Messaging](https://www.hellostepchange.com/cut-through-brand-stories/)
    - [Marketing Plans](https://www.hellostepchange.com/practical-marketing-plans/)
    - [Business Strategies](https://www.hellostepchange.com/agile-business-strategies/)
    - [Value Propositions](https://www.hellostepchange.com/value-propositions/)
    - [Content](https://www.hellostepchange.com/content-production/)
    - [Predatory Marketing](https://www.hellostepchange.com/predatory-marketing-2/)
- [Work](http://www.hellostepchange.com/work/) 
    - [Testimonials](https://www.hellostepchange.com/testimonials/)
- [Speaking](https://www.hellostepchange.com/speaking/)
- [Blog](https://blog.hellostepchange.com/blog/) 
    - [History's Greatest Strategists](https://info.hellostepchange.com/hgs)
    - [Knowledge Nuggets](https://info.hellostepchange.com/knowledge-nuggets)
    - [Marketing Strategy](https://blog.hellostepchange.com/blog/topic/marketing-strategy)
    - [Sales](https://blog.hellostepchange.com/blog/topic/b2b-sales)
    - [Branding](https://blog.hellostepchange.com/blog/topic/branding)
    - [Leadership](https://blog.hellostepchange.com/blog/topic/culture-leadership)
    - [Digital](https://blog.hellostepchange.com/blog/topic/digital)
    - [Business Strategy](https://blog.hellostepchange.com/blog/topic/business-strategy)
    - [Customer Centricity](https://blog.hellostepchange.com/blog/topic/customer-centricity)
- [Contact](https://www.hellostepchange.com/contact/)
- [(02) 8030 8655](https://blog.hellostepchange.com/tel:+61280308655)

May 26, 2016

# 3 Common Biases Affecting Your Decision-Making

May 26, 2016

# 3 Common Biases Affecting Your Decision-Making

[Gamblers Fallacy](https://blog.hellostepchange.com/blog/topic/gamblers-fallacy), [Power of Model Thinking](https://blog.hellostepchange.com/blog/topic/power-of-model-thinking), [Decision Making](https://blog.hellostepchange.com/blog/topic/decision-making), [Confirmation Bias](https://blog.hellostepchange.com/blog/topic/confirmation-bias), [Fundamental Attribution Error](https://blog.hellostepchange.com/blog/topic/fundamental-attribution-error)

[100,000,000,000,000,000.](http://www.frc.ri.cmu.edu/~hpm/book97/ch3/retina.comment.html) That’s how many processes are running through your brain **per second.** Like a computer, human brains can glitch. These glitches are known as *cognitive biases.*

Cognitive biases are judgment flaws caused by memory errors, miscalculations and emotional irrationalities. These biases can be observed in most decisions made using System 1 [(find out about System 1 & 2 here)](https://blog.hellostepchange.com/blog/system-1-system-2?hsLang=en-us). We are going to share the three most common biases that can occur, what you can do to recognise them and how you can cull them. 

 

1. Gambler’s Fallacy

Imagine you’ve tossed a coin ten times and it lands on *heads* consecutively. What side will it land on in the next toss?

Most people will say “heads” despite the probability being an even split of 50/50 every time the coin is flipped. This bias is commonly known as the Gambler’s Fallacy. It also drives the error where bankers believe their next trade will produce the same yield as their past performance.

The solution? Understand the difference between an independent event and a dependent event. When you have an independent event, psychologists [Christopher Roney and Lana Trick](http://www.ncbi.nlm.nih.gov/pubmed/12822837) emphasise the need to *remember* that each event could be the beginning and not a continuation of previous events. 

 

2. Confirmation Bias

In 2011 Netflix announced that they would launch [*Qwikster*](http://www.huffingtonpost.com.au/entry/qwikster-netflix-mistake_n_1003367.html?section=australia)*,* a DVD rental business as a separate subsidiary. The CEO retracted this announcement [23 days later.](http://www.cnet.com/news/netflixs-lost-year-the-inside-story-of-the-price-hike-train-wreck/) In 2013, Facebook launched [*Home*](http://techcrunch.com/2013/04/04/facebook-home-launch/)*,* which allowed Facebook to be the home screen for phones. Within a month, [the app price dropped from $US99 to $US0.99](http://www.businessinsider.com.au/facebook-home-is-a-flop-2013-5) because it drained the data and battery power of the users. Why did the research let them down? The interpretation of research is usually subjective.

The confirmation bias happens when you form a decision and then look for an affirmation of your belief rather than testing and challenging it against the world. This [2013 study](http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2319992) demonstrated that people tend to infer information from statistics to affirm their existing beliefs even though the data may support the opposing view.

A great way to circumvent this is to bring a friend or colleague in on your decision and get them to play devil’s advocate. This will force you to consider the opposing view as something realistic rather than ignoring it. 

 

## 3. Fundamental Attribution Error

Has someone ever promised to call but never did? In that situation, you might make the judgment that that person is disrespectful, lacks integrity and is inconsiderate.

What your System 1 managed to circumvent is a consideration of the other environmental factors that might have come into play: perhaps they lost their phone, maybe they are having major life issues or maybe they honestly forgot. The fundamental attribution error is where finger pointing comes from. It stems from our tendency to take things too personally.

A great strategy to combat this is to build up emotional intelligence so you can have the self-awareness to recognise this bias. 

 

## Dealing with Biases

Biases infiltrate our decision-making everyday. Rather than focusing on eliminating them completely, (because we can’t) focus on first distinguishing between biases, cultivating an awareness of our personal biases and learning how to manage them during important decisions.

 

[![ebook-consensus-oriented-decision-making](https://no-cache.hubspot.com/cta/default/2337212/ba436cbb-6cb3-476b-8fd1-12eb27cb5dd0.png)](https://cta-redirect.hubspot.com/cta/redirect/2337212/ba436cbb-6cb3-476b-8fd1-12eb27cb5dd0)

![Step Change Marketing](https://app.hubspot.com/settings/avatar/75476764b4a90ef5ea5be3e3760dc7dc)

### Written by [Step Change Marketing](https://blog.hellostepchange.com/blog/author/step-change-marketing)

Step Change is a strategically-led digital creative agency – if that sounds like we do it all, its because we do. We have created a space where strategy meets creativity, working together to create a full ground-up digital offering to challenger businesses.

 Tagged: [Gamblers Fallacy](https://blog.hellostepchange.com/blog/topic/gamblers-fallacy), [Power of Model Thinking](https://blog.hellostepchange.com/blog/topic/power-of-model-thinking), [Decision Making](https://blog.hellostepchange.com/blog/topic/decision-making), [Confirmation Bias](https://blog.hellostepchange.com/blog/topic/confirmation-bias), [Fundamental Attribution Error](https://blog.hellostepchange.com/blog/topic/fundamental-attribution-error)

Share

[Tweet](https://twitter.com/share)

 Comments (0)

Older Post[Friday Finds: Blockchain Technology, the First Robotic Attorney and the $107 Billion eLearning Industry](https://blog.hellostepchange.com/blog/blockchain-robotic-attorney-elearning-industry?hsLang=en-us)

Newer Post[Making Better Decisions: The Ladder of Inference](https://blog.hellostepchange.com/blog/making-better-decisions-the-ladder-of-inference?hsLang=en-us)

### Categories

- [Marketing Strategy (203)](https://blog.hellostepchange.com/blog/topic/marketing-strategy)
- [Business Strategy (107)](https://blog.hellostepchange.com/blog/topic/business-strategy)
- [Digital (107)](https://blog.hellostepchange.com/blog/topic/digital)
- [B2B Sales (68)](https://blog.hellostepchange.com/blog/topic/b2b-sales)
- [Culture & Leadership (62)](https://blog.hellostepchange.com/blog/topic/culture-leadership)
- [Branding (59)](https://blog.hellostepchange.com/blog/topic/branding)
- [Step Change (59)](https://blog.hellostepchange.com/blog/topic/step-change)
- [Stump the Strategist (36)](https://blog.hellostepchange.com/blog/topic/stump-the-strategist)
- [Ashton Bishop (35)](https://blog.hellostepchange.com/blog/topic/ashton-bishop)
- [Business Growth (26)](https://blog.hellostepchange.com/blog/topic/business-growth)
- [Customer Centricity (26)](https://blog.hellostepchange.com/blog/topic/customer-centricity)
- [Predatory Marketing (25)](https://blog.hellostepchange.com/blog/topic/predatory-marketing)
- [Content Marketing (24)](https://blog.hellostepchange.com/blog/topic/content-marketing)
- [Creativity (22)](https://blog.hellostepchange.com/blog/topic/creativity)
- [Disruption (20)](https://blog.hellostepchange.com/blog/topic/disruption)
- [Knowledge Nuggets (20)](https://blog.hellostepchange.com/blog/topic/knowledge-nuggets)
- [Decision Making (19)](https://blog.hellostepchange.com/blog/topic/decision-making)
- [History's Greatest Strategists (18)](https://blog.hellostepchange.com/blog/topic/historys-greatest-strategists)
- [Brand Archetypes (15)](https://blog.hellostepchange.com/blog/topic/brand-archetypes)
- [Finance (15)](https://blog.hellostepchange.com/blog/topic/finance)
- [Power of Model Thinking (14)](https://blog.hellostepchange.com/blog/topic/power-of-model-thinking)
- [Innovation (13)](https://blog.hellostepchange.com/blog/topic/innovation)
- [2 Minutes On (12)](https://blog.hellostepchange.com/blog/topic/2-minutes-on)
- [Scale (12)](https://blog.hellostepchange.com/blog/topic/scale)
- [Challenger Brands (11)](https://blog.hellostepchange.com/blog/topic/challenger-brands)
- [Artificial Intelligence (10)](https://blog.hellostepchange.com/blog/topic/artificial-intelligence)
- [Powerful Presence (10)](https://blog.hellostepchange.com/blog/topic/powerful-presence)
- [Technology (10)](https://blog.hellostepchange.com/blog/topic/technology)
- [Alignment (9)](https://blog.hellostepchange.com/blog/topic/alignment)
- [Customer Journey (9)](https://blog.hellostepchange.com/blog/topic/customer-journey)
- [Marketing Automation (8)](https://blog.hellostepchange.com/blog/topic/marketing-automation)
- [Better Insights (7)](https://blog.hellostepchange.com/blog/topic/better-insights)
- [Better Questions (7)](https://blog.hellostepchange.com/blog/topic/better-questions)
- [Business Opportunities (7)](https://blog.hellostepchange.com/blog/topic/business-opportunities)
- [High Performing Teams (7)](https://blog.hellostepchange.com/blog/topic/high-performing-teams)
- [Norman Chorn (7)](https://blog.hellostepchange.com/blog/topic/norman-chorn)
- [Popular Posts (7)](https://blog.hellostepchange.com/blog/topic/popular-posts)
- [Strategic Planning (7)](https://blog.hellostepchange.com/blog/topic/strategic-planning)
- [Agile (6)](https://blog.hellostepchange.com/blog/topic/agile)
- [Brand Positioning (6)](https://blog.hellostepchange.com/blog/topic/brand-positioning)
- [Healthcare (6)](https://blog.hellostepchange.com/blog/topic/healthcare)
- [Productivity (6)](https://blog.hellostepchange.com/blog/topic/productivity)
- [Strategy Frameworks (6)](https://blog.hellostepchange.com/blog/topic/strategy-frameworks)
- [Brand Building (5)](https://blog.hellostepchange.com/blog/topic/brand-building)
- [Exclusive Interview (5)](https://blog.hellostepchange.com/blog/topic/exclusive-interview)
- [Fintech (5)](https://blog.hellostepchange.com/blog/topic/fintech)
- [Invisible Marketing (5)](https://blog.hellostepchange.com/blog/topic/invisible-marketing)
- [Leadership (5)](https://blog.hellostepchange.com/blog/topic/leadership)
- [Personal Growth (5)](https://blog.hellostepchange.com/blog/topic/personal-growth)
- [Retail (5)](https://blog.hellostepchange.com/blog/topic/retail)
- [Transformation (5)](https://blog.hellostepchange.com/blog/topic/transformation)
- [Aged Care (4)](https://blog.hellostepchange.com/blog/topic/aged-care)
- [Blue Print (4)](https://blog.hellostepchange.com/blog/topic/blue-print)
- [Differentiation (4)](https://blog.hellostepchange.com/blog/topic/differentiation)
- [Digital Marketing (4)](https://blog.hellostepchange.com/blog/topic/digital-marketing)
- [Digital Revolution (4)](https://blog.hellostepchange.com/blog/topic/digital-revolution)
- [Email Sales (4)](https://blog.hellostepchange.com/blog/topic/email-sales)
- [FMCG (4)](https://blog.hellostepchange.com/blog/topic/fmcg)
- [Marketing Technology (4)](https://blog.hellostepchange.com/blog/topic/marketing-technology)
- [Power of Decision (4)](https://blog.hellostepchange.com/blog/topic/power-of-decision)
- [Referral Relationships (4)](https://blog.hellostepchange.com/blog/topic/referral-relationships)
- [Saas (4)](https://blog.hellostepchange.com/blog/topic/saas)
- [Smart Decision System (4)](https://blog.hellostepchange.com/blog/topic/smart-decision-system)
- [Standing Out (4)](https://blog.hellostepchange.com/blog/topic/standing-out)
- [Success Principles (4)](https://blog.hellostepchange.com/blog/topic/success-principles)
- [Team Efficiency (4)](https://blog.hellostepchange.com/blog/topic/team-efficiency)
- [underdog marketing (4)](https://blog.hellostepchange.com/blog/topic/underdog-marketing)
- [Augmented Reality (3)](https://blog.hellostepchange.com/blog/topic/augmented-reality)
- [Brand Saliency (3)](https://blog.hellostepchange.com/blog/topic/brand-saliency)
- [Conversion (3)](https://blog.hellostepchange.com/blog/topic/conversion)
- [Distinctive Brand (3)](https://blog.hellostepchange.com/blog/topic/distinctive-brand)
- [Ecommerce (3)](https://blog.hellostepchange.com/blog/topic/ecommerce)
- [Increase Sales (3)](https://blog.hellostepchange.com/blog/topic/increase-sales)
- [Lean Principles (3)](https://blog.hellostepchange.com/blog/topic/lean-principles)
- [Marketing Funnel (3)](https://blog.hellostepchange.com/blog/topic/marketing-funnel)
- [Re-engage Database (3)](https://blog.hellostepchange.com/blog/topic/re-engage-database)
- [SEO (3)](https://blog.hellostepchange.com/blog/topic/seo)
- [Sales (3)](https://blog.hellostepchange.com/blog/topic/sales)
- [Social Media (3)](https://blog.hellostepchange.com/blog/topic/social-media)
- [Software (3)](https://blog.hellostepchange.com/blog/topic/software)
- [Animation (2)](https://blog.hellostepchange.com/blog/topic/animation)
- [Bendy Phones (2)](https://blog.hellostepchange.com/blog/topic/bendy-phones)
- [Better World (2)](https://blog.hellostepchange.com/blog/topic/better-world)
- [Board (2)](https://blog.hellostepchange.com/blog/topic/board)
- [Business Model (2)](https://blog.hellostepchange.com/blog/topic/business-model)
- [Construction (2)](https://blog.hellostepchange.com/blog/topic/construction)
- [Culture (2)](https://blog.hellostepchange.com/blog/topic/culture)
- [Digital Economy (2)](https://blog.hellostepchange.com/blog/topic/digital-economy)
- [Domenico de Rosa (2)](https://blog.hellostepchange.com/blog/topic/domenico-de-rosa)
- [Email Marketing (2)](https://blog.hellostepchange.com/blog/topic/email-marketing)
- [Gaming (2)](https://blog.hellostepchange.com/blog/topic/gaming)
- [Internet (2)](https://blog.hellostepchange.com/blog/topic/internet)
- [Marketing Budget (2)](https://blog.hellostepchange.com/blog/topic/marketing-budget)
- [Measures That Matter (2)](https://blog.hellostepchange.com/blog/topic/measures-that-matter)
- [Not-for-Profits (2)](https://blog.hellostepchange.com/blog/topic/not-for-profits)
- [Pharmaceutical (2)](https://blog.hellostepchange.com/blog/topic/pharmaceutical)
- [Sales Strategy (2)](https://blog.hellostepchange.com/blog/topic/sales-strategy)
- [Scenario Planning (2)](https://blog.hellostepchange.com/blog/topic/scenario-planning)
- [Scrum (2)](https://blog.hellostepchange.com/blog/topic/scrum)
- [Steve Jobs (2)](https://blog.hellostepchange.com/blog/topic/steve-jobs)
- [The Big 6 Challenges (2)](https://blog.hellostepchange.com/blog/topic/the-big-6-challenges)
- [Thinking Models (2)](https://blog.hellostepchange.com/blog/topic/thinking-models)
- [Thinking Routines (2)](https://blog.hellostepchange.com/blog/topic/thinking-routines)
- [UX (2)](https://blog.hellostepchange.com/blog/topic/ux)
- [Value Proposition (2)](https://blog.hellostepchange.com/blog/topic/value-proposition)
- [Virtual Reality (2)](https://blog.hellostepchange.com/blog/topic/virtual-reality)
- [manifesto (2)](https://blog.hellostepchange.com/blog/topic/manifesto)
- [5G Wireless (1)](https://blog.hellostepchange.com/blog/topic/5g-wireless)
- [AGL Smarter Working (1)](https://blog.hellostepchange.com/blog/topic/agl-smarter-working)
- [Abercrombie & Fitch (1)](https://blog.hellostepchange.com/blog/topic/abercrombie-fitch)
- [Acquisition (1)](https://blog.hellostepchange.com/blog/topic/acquisition)
- [Apple (1)](https://blog.hellostepchange.com/blog/topic/apple)
- [Bias (1)](https://blog.hellostepchange.com/blog/topic/bias)
- [COVID-19 (1)](https://blog.hellostepchange.com/blog/topic/covid-19)
- [CRM (1)](https://blog.hellostepchange.com/blog/topic/crm)
- [Cause-Related Marketing (1)](https://blog.hellostepchange.com/blog/topic/cause-related-marketing)
- [Change Management (1)](https://blog.hellostepchange.com/blog/topic/change-management)
- [Complete Step Change (1)](https://blog.hellostepchange.com/blog/topic/complete-step-change)
- [Comunet (1)](https://blog.hellostepchange.com/blog/topic/comunet)
- [Confirmation Bias (1)](https://blog.hellostepchange.com/blog/topic/confirmation-bias)
- [Dame Anita Roddick (1)](https://blog.hellostepchange.com/blog/topic/dame-anita-roddick)
- [Daniel Kahneman (1)](https://blog.hellostepchange.com/blog/topic/daniel-kahneman)
- [Database (1)](https://blog.hellostepchange.com/blog/topic/database)
- [Dean Mannix (1)](https://blog.hellostepchange.com/blog/topic/dean-mannix)
- [Design (1)](https://blog.hellostepchange.com/blog/topic/design)
- [Disciplines (1)](https://blog.hellostepchange.com/blog/topic/disciplines)
- [Distribution (1)](https://blog.hellostepchange.com/blog/topic/distribution)
- [Drone Racing (1)](https://blog.hellostepchange.com/blog/topic/drone-racing)
- [Dual Transformation (1)](https://blog.hellostepchange.com/blog/topic/dual-transformation)
- [Elon Musk (1)](https://blog.hellostepchange.com/blog/topic/elon-musk)
- [End of Financial Year (1)](https://blog.hellostepchange.com/blog/topic/end-of-financial-year)
- [Execution (1)](https://blog.hellostepchange.com/blog/topic/execution)
- [Exponential Organizations (1)](https://blog.hellostepchange.com/blog/topic/exponential-organizations)
- [Financial Services (1)](https://blog.hellostepchange.com/blog/topic/financial-services)
- [Financial Year (1)](https://blog.hellostepchange.com/blog/topic/financial-year)
- [Fisher Price (1)](https://blog.hellostepchange.com/blog/topic/fisher-price)
- [Ford (1)](https://blog.hellostepchange.com/blog/topic/ford)
- [Fundamental Attribution Error (1)](https://blog.hellostepchange.com/blog/topic/fundamental-attribution-error)
- [Gamblers Fallacy (1)](https://blog.hellostepchange.com/blog/topic/gamblers-fallacy)
- [Gamification (1)](https://blog.hellostepchange.com/blog/topic/gamification)
- [Google (1)](https://blog.hellostepchange.com/blog/topic/google)
- [Gorilla Glass (1)](https://blog.hellostepchange.com/blog/topic/gorilla-glass)
- [Growth Hacking (1)](https://blog.hellostepchange.com/blog/topic/growth-hacking)
- [Hackers (1)](https://blog.hellostepchange.com/blog/topic/hackers)
- [Henry Ford (1)](https://blog.hellostepchange.com/blog/topic/henry-ford)
- [Hospitality (1)](https://blog.hellostepchange.com/blog/topic/hospitality)
- [Ice Bucket Challenge (1)](https://blog.hellostepchange.com/blog/topic/ice-bucket-challenge)
- [Ideation Process (1)](https://blog.hellostepchange.com/blog/topic/ideation-process)
- [Influence (1)](https://blog.hellostepchange.com/blog/topic/influence)
- [Institute of Change (1)](https://blog.hellostepchange.com/blog/topic/institute-of-change)
- [Ladder of Inference (1)](https://blog.hellostepchange.com/blog/topic/ladder-of-inference)
- [Lanrex (1)](https://blog.hellostepchange.com/blog/topic/lanrex)
- [Launching an App (1)](https://blog.hellostepchange.com/blog/topic/launching-an-app)
- [Lee Se-Dol (1)](https://blog.hellostepchange.com/blog/topic/lee-se-dol)
- [Mahatma Gandhi (1)](https://blog.hellostepchange.com/blog/topic/mahatma-gandhi)
- [Mark W. Johnson (1)](https://blog.hellostepchange.com/blog/topic/mark-w-johnson)
- [Marketing (1)](https://blog.hellostepchange.com/blog/topic/marketing)
- [Marshall Van Alstyne (1)](https://blog.hellostepchange.com/blog/topic/marshall-van-alstyne)
- [Mcdonald's (1)](https://blog.hellostepchange.com/blog/topic/mcdonalds)
- [Microsoft (1)](https://blog.hellostepchange.com/blog/topic/microsoft)
- [Mission Statement (1)](https://blog.hellostepchange.com/blog/topic/mission-statement)
- [Newsreel (1)](https://blog.hellostepchange.com/blog/topic/newsreel)
- [Online Streaming (1)](https://blog.hellostepchange.com/blog/topic/online-streaming)
- [Our Work (1)](https://blog.hellostepchange.com/blog/topic/our-work)
- [PPC (1)](https://blog.hellostepchange.com/blog/topic/ppc)
- [Pepper the Robot (1)](https://blog.hellostepchange.com/blog/topic/pepper-the-robot)
- [Persuasion (1)](https://blog.hellostepchange.com/blog/topic/persuasion)
- [Platform Revolution (1)](https://blog.hellostepchange.com/blog/topic/platform-revolution)
- [Presuasion (1)](https://blog.hellostepchange.com/blog/topic/presuasion)
- [Professional Services (1)](https://blog.hellostepchange.com/blog/topic/professional-services)
- [Property (1)](https://blog.hellostepchange.com/blog/topic/property)
- [ROSS (1)](https://blog.hellostepchange.com/blog/topic/ross)
- [Range Architecture (1)](https://blog.hellostepchange.com/blog/topic/range-architecture)
- [Real Estate (1)](https://blog.hellostepchange.com/blog/topic/real-estate)
- [Reality Distortion Field (1)](https://blog.hellostepchange.com/blog/topic/reality-distortion-field)
- [Reporting (1)](https://blog.hellostepchange.com/blog/topic/reporting)
- [Robert Cialdini (1)](https://blog.hellostepchange.com/blog/topic/robert-cialdini)
- [Robots (1)](https://blog.hellostepchange.com/blog/topic/robots)
- [SalesITV (1)](https://blog.hellostepchange.com/blog/topic/salesitv)
- [Salim Ismail (1)](https://blog.hellostepchange.com/blog/topic/salim-ismail)
- [Sean Covey (1)](https://blog.hellostepchange.com/blog/topic/sean-covey)
- [Selling Persuasively (1)](https://blog.hellostepchange.com/blog/topic/selling-persuasively)
- [Smart Risk (1)](https://blog.hellostepchange.com/blog/topic/smart-risk)
- [Start-Up (1)](https://blog.hellostepchange.com/blog/topic/start-up)
- [Sustaining Change (1)](https://blog.hellostepchange.com/blog/topic/sustaining-change)
- [The 4 Ps (1)](https://blog.hellostepchange.com/blog/topic/the-4-ps)
- [The Body Shop (1)](https://blog.hellostepchange.com/blog/topic/the-body-shop)
- [The Invoice Market (1)](https://blog.hellostepchange.com/blog/topic/the-invoice-market)
- [ToBeMe (1)](https://blog.hellostepchange.com/blog/topic/tobeme)
- [Tracking (1)](https://blog.hellostepchange.com/blog/topic/tracking)
- [Travel (1)](https://blog.hellostepchange.com/blog/topic/travel)
- [Unicorns (1)](https://blog.hellostepchange.com/blog/topic/unicorns)
- [VUCA World (1)](https://blog.hellostepchange.com/blog/topic/vuca-world)
- [Viral (1)](https://blog.hellostepchange.com/blog/topic/viral)
- [Volvo (1)](https://blog.hellostepchange.com/blog/topic/volvo)
- [Walter Isaacson (1)](https://blog.hellostepchange.com/blog/topic/walter-isaacson)
- [Warren Buffet (1)](https://blog.hellostepchange.com/blog/topic/warren-buffet)
- [Water Jet Cutting (1)](https://blog.hellostepchange.com/blog/topic/water-jet-cutting)
- [Wintergartan Marble Machine (1)](https://blog.hellostepchange.com/blog/topic/wintergartan-marble-machine)
- [Women in the Workplace (1)](https://blog.hellostepchange.com/blog/topic/women-in-the-workplace)
- [YouTube (1)](https://blog.hellostepchange.com/blog/topic/youtube)
- [Zoom Pavillion (1)](https://blog.hellostepchange.com/blog/topic/zoom-pavillion)
- [alcohol (1)](https://blog.hellostepchange.com/blog/topic/alcohol)
- [crowd sourcing (1)](https://blog.hellostepchange.com/blog/topic/crowd-sourcing)
- [eDMs (1)](https://blog.hellostepchange.com/blog/topic/edms)
- [eLearning (1)](https://blog.hellostepchange.com/blog/topic/elearning)
- [eSports (1)](https://blog.hellostepchange.com/blog/topic/esports)
- [exponential marketing (1)](https://blog.hellostepchange.com/blog/topic/exponential-marketing)
- [iPhone (1)](https://blog.hellostepchange.com/blog/topic/iphone)
- [invisible communications (1)](https://blog.hellostepchange.com/blog/topic/invisible-communications)
- [linkedin (1)](https://blog.hellostepchange.com/blog/topic/linkedin)
- [robot (1)](https://blog.hellostepchange.com/blog/topic/robot)
- [thinking (1)](https://blog.hellostepchange.com/blog/topic/thinking)

More

### Related posts

### Recent posts

[Is Your Value Proposition Leaking?](https://blog.hellostepchange.com/blog/is-your-value-proposition-leaking?hsLang=en-us)

July 14, 2026

<https://blog.hellostepchange.com/blog/is-your-value-proposition-leaking?hsLang=en-us>

[The Purpose Payback](https://blog.hellostepchange.com/blog/the-purpose-payback?hsLang=en-us)

April 15, 2026

<https://blog.hellostepchange.com/blog/the-purpose-payback?hsLang=en-us>

[Decoded: The Science Behind Why We Buy](https://blog.hellostepchange.com/blog/decoded-the-science-behind-why-we-buy?hsLang=en-us)

February 20, 2026

<https://blog.hellostepchange.com/blog/decoded-the-science-behind-why-we-buy?hsLang=en-us>

[3 Ways To Prepare Your Business For Disruption](https://blog.hellostepchange.com/blog/three-ways-to-prepare-your-business-for-disruption?hsLang=en-us)

January 29, 2026

<https://blog.hellostepchange.com/blog/three-ways-to-prepare-your-business-for-disruption?hsLang=en-us>

[Are You Marketing Backwards?](https://blog.hellostepchange.com/blog/are-you-marketing-backwards?hsLang=en-us)

November 27, 2025

<https://blog.hellostepchange.com/blog/are-you-marketing-backwards?hsLang=en-us>

[6 Ways to Identify Unmet Customer Needs](https://blog.hellostepchange.com/blog/6-ways-to-identify-unmet-customer-needs?hsLang=en-us)

August 28, 2025

<https://blog.hellostepchange.com/blog/6-ways-to-identify-unmet-customer-needs?hsLang=en-us>

[Invest with Confidence: 6 Questions to Unlock Business Opportunities](https://blog.hellostepchange.com/blog/how-to-identify-clear-business-opportunities?hsLang=en-us)

July 31, 2025

<https://blog.hellostepchange.com/blog/how-to-identify-clear-business-opportunities?hsLang=en-us>

[EOFY Strategy: How to Run a Stop Audit and Set Up Your Best FY Yet](https://blog.hellostepchange.com/blog/eofy-strategy-how-to-run-a-stop-audit-and-set-up-your-best-fy-yet?hsLang=en-us)

June 25, 2025

<https://blog.hellostepchange.com/blog/eofy-strategy-how-to-run-a-stop-audit-and-set-up-your-best-fy-yet?hsLang=en-us>

[Growth Cheat Sheet: 5 Marketing Moves That Won’t Eat Your Budget](https://blog.hellostepchange.com/blog/growth-cheat-sheet-5-marketing-moves-that-wont-eat-your-budget?hsLang=en-us)

May 29, 2025

<https://blog.hellostepchange.com/blog/growth-cheat-sheet-5-marketing-moves-that-wont-eat-your-budget?hsLang=en-us>

[Marketing Budget: How Much Should You Spend on Marketing?](https://blog.hellostepchange.com/blog/marketing-budget?hsLang=en-us)

April 24, 2025

<https://blog.hellostepchange.com/blog/marketing-budget?hsLang=en-us>

### To get to know you better, please fill in the field below.

Search this site on Google

Go

- [Home](https://www.hellostepchange.com/)
- [About](https://www.hellostepchange.com/about/)
- [Services](https://www.hellostepchange.com/about/)
- [Work](http://www.hellostepchange.com/work/)
- [Speaking](https://www.hellostepchange.com/speaking/)
- [Blog](https://blog.hellostepchange.com/blog/)
- [Contact](https://www.hellostepchange.com/contact/)
- [(02) 8030 8655](https://blog.hellostepchange.com/tel:+61280308655)

[Step Change, Unit A1/35 – 39 Bourke Rd,NSW 2015, Alexandria, Sydney, NSW, 2015](https://www.google.com.au/maps/place/Step+Change/@-33.8705256,151.1952939,17z/data=!3m1!4b1!4m5!3m4!1s0x6b12ae3f1d1e23a5:0xa511ea8112c34020!8m2!3d-33.8705301!4d151.1974826")(02) 8030 8655

![](https://www.facebook.com/tr?id=139956076415977&ev=PageView&noscript=1)

```json
{
  "@context" : "https://schema.org",
  "@type" : "BlogPosting",
  "author" : {
    "@type" : "Person",
    "name" : "Step Change Marketing",
    "url" : "https://blog.hellostepchange.com/blog/author/step-change-marketing"
  },
  "datePublished" : "2016-05-25T14:00:00.000Z",
  "headline" : "3 Common Biases Affecting Your Decision-Making",
  "image" : [ "https://blog.hellostepchange.com/hubfs/Step_Change_Jun2016/Clapperboard.jpg" ],
  "mainEntityOfPage" : {
    "@id" : "https://blog.hellostepchange.com/blog/common-biases-affecting-decision-making",
    "@type" : "WebPage"
  },
  "publisher" : {
    "@type" : "Organization",
    "logo" : {
      "@type" : "ImageObject",
      "url" : "https://blog.hellostepchange.com/hubfs/SC%20-%20Logo_Full%20-%20White%20+%20Colour.png"
    },
    "name" : "Who How Global Pty Ltd"
  }
}
```