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An extremely interesting TED Talk from Anil Seth about how we understand the world around us and ourselves.

“Beauty lies in the eye of the beholder”, “Seeing the world with my eyes” and lots more of these familiar proverbs provide us with a clear indication that it’s been obvious for a long time that the world doesn’t appear the same to everybody.

How we perceive the world and how we perceive what we experience has a lot to do with the environment in which we grow up and experiences that we undergo. It’s not exterior impulses which form our picture of the world, in fact it’s the other way round. The world outside there is an “inside out” observation – an aggregation of how impulses from outside make sense to our brain. And how each of our brains makes sense of it is a little bit different to the next one.

What then is the reality? Now quite simply – if we come to an agreement that we have similar notions (or hallucinations) of the same thing then that is reality for us.

Exciting? No wonder then that some customer behaviour appears to be unaccountable and sometimes even irrational. To create the right products and services for your customers you need to have an actual picture about how the world looks from their eyes – how it is “constructed” for your target group.


Find out more in Anil Seth’s video:


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