The explanation for this variety lies in the worldview all consumers carry around. It turns out that we don’t all want the same things! Each person has a different set of biases and values and assumptions, and those worldviews are influenced by their parents, their schools, the places they live and the experiences they’ve had to date. Their worldview is the lens they use to determine whether or not they’re going to believe a story. As the great Red Maxwell said, “Lenses distort things.” The lens your consumers use shows them a different version of reality than it shows you or your colleagues
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