We tend to think that we are rational human beings. In fact, as humankind has “advanced,” we’ve patted ourselves on the back for losing our religion, so to speak, and replacing it with science. Science, you see, is very rational. The scientific method, remember, is all about the laboratory, the experiment, structuring and ordering the variables, and only deducting and concluding what can be proven and supported by cold, hard facts. Makes perfect sense…
Until you read some Darwin, mix in a little Hawking, dial up a bit from Francis Collins, throw in some Cialdini, a splash of Nassim Taleb, and throw in your favorite scientist and realize that each of their scientific methods is skewed. The scientist is not rational any more than you or I. We all possess a worldview and our worldview determines how we see the variables and how we interpret the results.
As I listened to a bunch of buyers give feedback today to one of my clients and his new initiative, I was struck by the belief system of each of the buyers. They were all deeply “prejudiced” just not in the same way. They all looked at his system and saw it the way they had wired themselves to see it. My client, it hit me, will never be able to connect to each of them with a rational solution that costs x and delivers y. My client will only connect to each of them when he takes the time to understand their belief system, what they’ve experimented with previously, how they’ve been burned, what variables they consider to be the “right ones,” and what cold, hard facts they care about.
Isn’t it a little odd that cold, hard facts aren’t simply cold and hard. Some cold ones we care more about than others. Funny, huh.
You and I are predictably irrational. We will never make a decision to try your product, use your service, switch to you as our primary provider, or adapt to any new system by simply applying the scientific method to our decision. All decisions have a smigden of analytics supporting their direction; just enough. AND, all decisions are laced with emotion.
Think about it.
Better yet, try to think about what your market cares about.
How does it feel?
Tell me more, my friend.
Tell me more…
BUILT TO LEAD 
So this rant is in flow with your quote from Anais Nin that “we don’t see things the way THEY are, we see things the way WE are”.
A fellow builder shared something similar with me this morning . He says we all the know the Golden Rule (“do unto others as you’d have them do unto you”) — but that’s just not good enough in today’s marketplace.
Today, we need to learn and follow the “Platinum Rule,” which is exactly what you’re talking about here, Toto. The Platinum Rule says “do unto others as THEY would have you do unto them”.
Which takes slowing down, listening like an animal being stalked, being curious like Leonardo Da Vinci, and identifying Productive Actions that will help them reach their Dream State. Which in turn will help you reach yours.
Excellent rant, Chet and excellent AND, John!