As founders, you have to change a lot of minds—leads, customers, investors, the public, you name it.

A neuroscientist explains why people find it difficult to change their minds. Confirmation bias causes people to favor information that aligns with their existing beliefs and disregard information that contradicts them. Anchoring bias causes individuals to cling to initial information even when presented with contradictory evidence. These biases exist because the brain is wired to favor familiarity and avoid change, which is perceived as dangerous. Furthermore, our beliefs are often linked to our sense of self, making it challenging to alter them without threatening our identity.

Source Video
https://www.tiktok.com/@drrachelbarr/video/7323231228637842694?lang=en

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