“Here’s some bad news for those of you who like to think you can think rationally about risk. You can’t. You know all those thoughtfully considered views you have about nuclear power or genetically modified food or climate change? They are really no more than a jumble of facts, and how you feel about those facts. That’s right. They’re just your opinions. Which is bad news, because no matter how right you feel, you might be wrong. And being wrong about risk is risky, to you AND to others.”
The author goes on to name how we rationalize risks as a Perception Gap. It made me think of what we are confronting in the “Re-set” step of our approach when engaging new clients.