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The Perils of Bias in Business

During a recent meeting with a prospective client, the topic of discussion centered around why the use of a marketing consultant provides the necessary objectivity required for this specific business situation. This VP of Marketing had recently acquired responsibility for a new business unit and he needs to quickly make an impact. In this situation, his assessment is that the breadth of knowledge that a consultant provides will help to springboard business results quickly. In this example, this consultant has experienced many different organizational structures, industry-specific problems, and problem-solving strategies that will help recommend a solution that may not have been considered without their unique viewpoint.

The Perils of Bias in Business: The Critical Role of Objectivity and Accountability in Building Trust and Growth


What does it mean to use “Objectivity as Currency”

"Objectivity as a currency" is a metaphor that emphasizes the value of objectivity, or unbiased decision-making, in various situations, particularly in business contexts. Just as currency represents a medium of exchange that holds value, objectivity represents a standard of quality that can be "traded" for credibility, respect, and influence.

In the business world, being objective means relying on facts, data, and evidence when making decisions, as well as being open to alternative viewpoints and ideas. By demonstrating objectivity in their actions and decision-making processes, businesses can build trust with customers, stakeholders, and partners. This trust can lead to increased investment, partnerships, collaborations, and ultimately, business growth. In this sense, objectivity serves as a valuable "currency" that businesses can use to achieve success and maintain a competitive edge.

First, Remove Bias from Your Decision Making

Businesses today face an increasingly competitive landscape, and trust with customers and stakeholders has become a key differentiator for success. One often overlooked aspect that can severely undermine this trust is the presence of bias in decision-making and organizational culture. Bias in business can erode trust, damage a company's reputation, and limit its potential for growth. In this comprehensive blog post, we will delve into the various forms of bias that can impact businesses, explore the importance of objectivity and accountability, and provide actionable strategies to minimize bias and build a strong foundation of trust with customers and stakeholders.

Understanding Bias in Business

To effectively address bias in business, it is essential to understand the different types of bias that can manifest in various aspects of an organization. Some of the most common biases that can impact business decision-making and performance include:

  1. Confirmation Bias: This occurs when individuals favor information that confirms their pre-existing beliefs while disregarding or downplaying contradictory evidence (Nickerson, 1998). In a business context, this can lead to poor decision-making, as leaders may fail to consider alternative viewpoints or explore new opportunities.
  2. Overconfidence Bias: Overconfidence bias refers to the tendency of individuals to overestimate their own abilities, the accuracy of their judgments, or the likelihood of their predictions coming true (Moore & Healy, 2008). In a business setting, overconfidence can result in unrealistic expectations and a lack of proper risk assessment, potentially leading to financial losses, reputational damage, or missed opportunities for growth.
  3. Anchoring Bias: Anchoring bias occurs when decision-makers rely too heavily on an initial piece of information (the "anchor") when making decisions (Tversky & Kahneman, 1974). This can result in a failure to objectively evaluate new information or make adjustments to strategies as needed, potentially leading to poor decision-making and missed opportunities for growth.
The Importance of Objectivity and Accountability in Business

As discussed earlier, bias in business can have far-reaching consequences, including eroding trust with customers and stakeholders, damaging the company's reputation, and limiting potential for growth. To counteract these effects, businesses must demonstrate a commitment to objectivity and accountability in their actions. By doing so, they can establish themselves as reliable and trustworthy partners, opening doors for increased investment, partnerships, and collaborations.

  1. Objectivity: Objectivity refers to the ability to make decisions based on impartial, unbiased information and evidence, rather than being influenced by personal beliefs, emotions, or preconceptions (Pronin, Lin, & Ross, 2002). In a business context, this means relying on facts, data, and evidence when making decisions and being open to alternative viewpoints and ideas. Objectivity can lead to better decision-making, more accurate predictions, and improved performance.
  2. Accountability: Accountability is the willingness to be held responsible for one's actions and decisions, including acknowledging and learning from mistakes (Hall, Frink, & Buckley, 2017). In a business context, this means being transparent about the decision-making process, communicating openly with stakeholders, and taking responsibility for both successes and failures. By demonstrating accountability, businesses can build trust with customers and stakeholders, fostering an environment of collaboration and mutual respect.
Strategies for Minimizing Bias and Fostering Objectivity and Accountability

To effectively combat bias in business and promote objectivity and accountability, organizations can implement a variety of strategies, including:

  1. Recognizing and Acknowledging Bias: The first step towards reducing bias in decision-making is to recognize and acknowledge its existence. Encourage leaders and employees to reflect on their own experiences, upbringing, and values that might influence their perception of situations (Banaji & Greenwald, 2013). By being aware of one's own biases, it becomes easier to overcome them and make more objective decisions.
  2. Seeking Diverse Perspectives: Gathering input from a diverse group of people can help counteract individual biases. Encourage collaboration and communication among individuals from different backgrounds, cultures, and experiences to expose decision-makers to a variety of viewpoints that can challenge their assumptions and promote objectivity (Phillips, 2014).
  3. Focusing on Facts and Data: Prioritize evidence-based decision-making by relying on facts, data, and research. Encourage the use of quantitative data to support decisions and minimize the influence of personal biases and anecdotes (Pfeffer & Sutton, 2006).
  4. Implementing Structured Decision-Making Techniques: Structured decision-making techniques, such as decision trees, cost-benefit analysis, or the Delphi method, provide a systematic framework for analyzing and evaluating options (Kahneman, 2011). By using these tools, businesses can minimize the influence of personal bias and make more objective choices.
  5. Challenging Assumptions and Beliefs: Promote a culture of critical thinking by encouraging employees and leaders to question their assumptions and beliefs regularly. This exercise can help identify potential biases and ensure that decisions are based on sound reasoning (Paul & Elder, 2006).
  6. Encouraging Open and Honest Feedback: Create an environment where open and honest feedback is encouraged, both within the organization and with external stakeholders. This allows for the identification of potential biases and fosters an atmosphere of continuous improvement (Edmondson, 2019).
  7. Setting Clear Expectations for Objectivity and Accountability: Establish clear expectations for objectivity and accountability within the organization, including guidelines for decision-making, communication, and performance evaluation. By setting high standards, businesses can cultivate a culture that values impartiality and responsibility (Simons, 1999).

Case Studies: Successful Organizations Demonstrating Objectivity and Accountability

Several organizations have successfully implemented strategies to minimize bias and promote objectivity and accountability, leading to improved performance and growth. Some examples include:

  1. Google: Google's commitment to data-driven decision-making has been a cornerstone of its success. The company relies on rigorous data analysis to make decisions, from search algorithms to employee performance evaluations (Bock, 2015). By prioritizing evidence and facts, Google has maintained a strong reputation for innovation and excellence.
  2. The LEGO Group: The LEGO Group has implemented various strategies to promote objectivity and accountability, including actively seeking diverse perspectives and fostering a culture of open communication (Kristiansen & Rasmussen, 2014). These efforts have enabled the company to continually innovate and adapt to changing market conditions, leading to significant growth and a strong reputation among customers and stakeholders.

Bias in business can have far-reaching consequences, undermining trust with customers and stakeholders, damaging a company's reputation, and limiting its potential for growth. By demonstrating a commitment to objectivity and being held accountable for their actions, businesses can establish themselves as reliable and trustworthy partners, opening doors for increased investment, partnerships, and collaborations.

To minimize bias and foster objectivity and accountability, organizations should recognize and acknowledge their biases, seek diverse perspectives, focus on facts and data, implement structured decision-making techniques, challenge assumptions, encourage open and honest feedback, and set clear expectations for objectivity and accountability. By doing so, businesses can build a strong foundation of trust with customers and stakeholders, leading to sustainable growth and long-term success.


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Bock, L. (201 5). Work Rules!: Insights from Inside Google That Will Transform How You Live and Lead. Hachette Books.

Edmondson, A. (2019). The Fearless Organization: Creating Psychological Safety in the Workplace for Learning, Innovation, and Growth. John Wiley & Sons.

Hall, A. T., Frink, D. D., & Buckley, M. R. (2017). An accountability account: A review and synthesis of the theoretical and empirical research on felt accountability. Journal of Organizational Behavior, 38(2), 204-224.

Kahneman, D. (2011). Thinking, Fast and Slow. Farrar, Straus and Giroux.

Kristiansen, K. K., & Rasmussen, R. K. (2014). Building a corporate culture of LEGO. International Journal of Business and Social Science, 5(10), 1-14.

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Nickerson, R. S. (1998). Confirmation bias: A ubiquitous phenomenon in many guises. Review of General Psychology, 2(2), 175-220.

Paul, R., & Elder, L. (2006). Critical thinking: The nature of critical and creative thought. Journal of Developmental Education, 30(2), 34-35.

Pfeffer, J., & Sutton, R. I. (2006). Evidence-based management. Harvard Business Review, 84(1), 62-74.

Phillips, K. W. (2014). How diversity works. Scientific American, 311(4), 42-47.

Pronin, E., Lin, D. Y., & Ross, L. (2002). The bias blind spot: Perceptions of bias in self versus others. Personality and Social Psychology Bulletin, 28(3), 369-381.

Simons, R. (1999). How risky is your company? Harvard Business Review, 77(3), 85-95.

Tversky, A., & Kahneman, D. (1974). Judgment under uncertainty: Heuristics and biases. Science, 185(4157), 1124-1131.