The Bias Trap: Why Some Brands Never Get Discovered

The other day, I was creating a list of organizations to explore for a project focused on sports and community impact across Canada. I started with tools like Google, ChatGPT, and a trusty spreadsheet. Yet, as I worked, the organizations I expected to see on my list weren’t there.

I adjusted my approach, but the expected names were still missing. After a third attempt, I finally created a list that felt “correct.” But here’s the issue: I made a list based on my biases.

This experience reminded me of why many incredible brands remain undiscovered. Biases shape how we search, consume, and interpret information. And with the rise of echo chambers like search engines, social media, and tools like ChatGPT have only compounded this issue.

The challenge for marketers, especially when working with challenger or emerging brands, is that you’re battling entrenched beliefs. Even if your product is superior and your marketing exceptional, breaking through consumers’ mental walls is incredibly hard.

This is both an opportunity and a challenge. The opportunity lies in finding ways to disrupt biases and break through the echo chamber. The challenge? Overcoming the deeply rooted beliefs that prevent consumers from even considering something new.