Welcome to Do This, Not That, the podcast for marketers.

You'll walk away from each episode with actionable tips you can test immediately.

You'll hear from the best minds in marketing who will share

tactics, quick wins, and pitfalls to avoid. We'll also dig into life, pop culture, and the chaos

that is our every day. I'm Jay Schwettleson. Let's do this, not that.

We are here for do this, not that.

And today we're going to talk about something that I think is holding back the performance of possibly every market on the planet.

Business, consumer, small company, big company, does not matter.

And that's this idea of confirmation bias, confirmation bias.

You know, this whole feeling of, hey, we're going to do this thing in marketing because

this is the way it's always been done at our company and it works really well.

And I don't think there's a company on the planet that doesn't kind of navigate that.

And confirmation bias is when you only notice or believe things that agree with what you

already think.

And you ignore or dismiss anything that doesn't fit in with your beliefs.

And that is a mess. That is a mess. And it

ruins performance. What do I mean it ruins performance? Right. So you send out an email campaign,

okay, and you start the subject line with a number, the seven pitfalls to avoid whatever, the three

new fashion trends of whatever. And the email does great. Right. And now you

have this tactic. Oh, we started our subject line with a number. It did so well. Let's start all of our

subject lines with a number because it did so well. That is the confirmation bias. This is how you become wallpaper. And in marketing,

this is what we do. We do these tests. Something works well. We don't just double down on it and

...