Do you have an “always right” brand that would make you vulnerable to a better argument or better data? When the “always right” are proven wrong, they hallucinate. But if you can, for example, cultivate a reputation that can handle being spectacularly wrong without offending your sense of self, do that. It will make you the only person in the room who can see the whole field. Others will be obsessed with being right, and that becomes the fuel for their own hallucinations.
