Hey product folks!
Today we're going to talk about leveraging cognitive bias.
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Now, I know what you're thinking - "Cognitive bias? Isn't that something we're supposed to avoid?" Well, yes and no. While it's true that unchecked biases can lead to poor decision-making, the savvy product manager knows how to harness these mental shortcuts to improve team performance and product outcomes.
We can’t change how the human brain works. Instead of fighting against our inherent biases, we can take a more practical approach. The key is to acknowledge these biases exist and then develop strategies that work with them, and use them to help our decision-making.
Understanding Cognitive Bias
First, let's get on the same page about what cognitive bias actually is. Simply put, it's a systematic error in thinking that affects the decisions and judgments we make. Our brains are wired to take mental shortcuts, which can sometimes lead us astray.
The good news is that you, as a product manager, can actually leverage them to improve your team’s decision-making.
Recency Bias: The Power of the Present
Recency bias is exactly what its name implies: A bias that privileges things that have recently happened. Have you ever sat in a meeting and noticed that decisions seem to largely get made at the end of the meeting, and the players inside of that meeting only reference data from the last 15 minutes? If so, you, my friend, have seen recency bias in action.
Recency bias is our brain's tendency to give disproportionate importance to recent events or information. It's like having a mental spotlight that shines brightest on what's just happened, often overshadowing equally relevant but less recent data.
Availability Bias: The Tyranny of Convenience
While recency bias is time-sensitive, availability bias is all about accessibility. This cognitive shortcut leads us to rely heavily on information that's readily available, regardless of its relevance or quality.
Picture a brainstorming session where the first idea thrown out becomes the focus, simply because it's the most accessible. That's availability bias at work. Unlike recency bias, it's not bound by time - that go-to research you've been citing for years? That could be availability bias in disguise.
Red Flags to Watch For
- The Agenda-less Abyss: Meetings without structure or facilitation are breeding grounds for recency bias. Without a guiding hand, our brains default to the last thing we heard.
- The HiPPO Effect: When your roadmap mirrors the highest-paid person's opinion (HiPPO), you're likely seeing both biases at play. A robust strategy should draw from diverse sources, not just the most recent or readily available opinion.
By recognizing these biases and actively working to mitigate them, we can significantly enhance our decision-making processes. Remember, the goal isn't to eliminate these biases entirely (that's nearly impossible), but to be aware of them and implement strategies to counterbalance their effects.
When We Leverage Our Biases, Some Things Change
While transforming team thinking is a marathon, not a sprint, you'll start seeing some positive changes right out of the gate:
Enhanced Customer Insight
Your team's collective understanding of the customer will deepen. Why? Because you're creating an environment where diverse voices feel empowered to contribute. Those quick, context-rich decision cycles will bring fresh perspectives to the table, including insights from team members who might have previously stayed silent.
Taming the HiPPO
Remember, the Highest Paid Person's Opinion (HiPPO)? Well, they're about to go on a diet. As the power dynamics shift, the HiPPO will notice a chorus of valuable voices contributing to discussions. This reduces their perceived need to dominate conversations or make unilateral decisions.
Increased Engagement with Product Artifacts
You'll see a surge in the usage of product artifacts like research findings and strategy documents. Team members will feel more comfortable leveraging these resources, recognizing their value in informing decisions. This increased engagement creates a virtuous cycle of better inputs leading to better outputs.
By fostering this inclusive, data-informed environment, you're not just changing how decisions are made - you're transforming your team's entire approach to product development. And that, my friends, is how you build products that truly resonate with your users.
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