You Probably Don't Believe What You Think You Believe.

Nothing illustrates the complexity of our individual differences more than politics or religion. While it is easy to assemble under a common banner for overall purposes, each of us has a different perspective. That perspective is uniquely shaped (and ever evolving) by years of experience, personal pain and fear, and goals that we set for ourselves.

So while we can operate under a common label, organization, group, or association, it is a mistake to assume that black-and-white perspectives held by groups of which we are a part are our own positions.

They are usually applicable. Mostly believed.

But universally abdicated in certain circumstances.

Which is important to remember when it comes to business strategy. The most effective message is one of commonality -- but yet individuality.  You must speak to a group but message to the individual.

Think about the last time you left a group with which you willingly associate yourself where you found yourself in distinct disagreement with the policy or perspective of the group .

The fallacy of ubiquitous group perspective is what makes a television news show appear to deliver biased information, marketing messages to seem shady and insincere, and lead consumers to believe that the organization they're buying from "just doesn't get it".

It's because life is gray. And if your strategy for marketing is black-and-white, you're not speaking to most people.

You're really just talking to yourself.