FINAL WORD

But automatic thinking is unreliable when it comes to making decisions that will impact other people . As our brains can ’ t draw on all their experiences , knowledge and needs .

And this is a form of societal discrimination , even though in the majority of cases , there was no deliberate intention to overlook the mix of lived experiences and needs .

It ’ s estimated over 90 % of our thinking is automatic , so when our work impacts other people , we need to use the part of our brain that is conscious . That part is slower , it knows it doesn ’ t have all the answers and it looks for a broader perspective .

Here are some examples of conscious thinking :

That presents a bias risk when developing policies , products and services for colleagues , consumers and communities . Because we tend to design things in a way that makes sense for us . And the risk is higher for teams made up of people who have similar education , lived and industry experiences .

Just one example of automatic ( biased ) thinking is captured in a one minute clip on YouTube – the ‘ racist soap dispenser ’ at a Facebook office does not work for black people . The product was designed to dispense soap when a motion sensor registered a hand underneath , but the sensor only recognised hands with pale skin . Did the people in that company decide to develop a sensor that didn ’ t register dark skin ? Of course not . But they clearly hadn ’ t gathered enough research to check it was going to work for a mix of consumers . That product had been through research , design , testing , marketing , sales , manufacturing , logistics and install before a consumer realised it was defective . The outcome was a reputation risk , an operations challenge to redevelop the product and a financial burden to refund or replace the faulty units .

Biased thinking goes beyond skin tone . During the COVID-19 pandemic there was a rush to provide personal protective equipment to hospital and care workers . The templates were based on six foot men , yet here in the UK , 75 % of NHS workers are women , so that safety equipment was putting lives at risk . There are global health disparities in the populations underrepresented in clinical trials . And it ’ s significantly harder to travel if you have a physical disability , because planes , trains , platforms etc . are lacking in design .

There are thousands more examples and you likely have your own . The point is , when diverse groups of people aren ’ t involved in research , design and testing , colleagues , customers and communities are let down .

• Does our marketing appeal to people over 25 ?

• Is our communication style friendly for neurodiverse people ?

• Could someone using mobility aids access the event and toilets ?

• Is our mental health support intersectional ?

• Are our digital platforms accessible for people with visual impairments ?

• Do our family policies recognise single parents , same sex couples and non-binary people ?

• Does our building provide space for people to pray ?

• Is the new packaging easy to open for people over 70 ?

• Have we considered suppliers owned / led by women and people from underrepresented groups ?

To build confidence using the conscious part of your brain , here are three simple habits you can practice :

1 . Get to know people who aren ’ t just like you

As you ’ re building your network , mentoring and social circles , think about who you spend time with most often and see if you can create a deliberate mix .

Think about the five or six people closest to you in your work or home life . Chances are you have lots in common , as that ’ s how we ’ re socialised and how we form friendships . And that ’ s ok . If those five or six people are all a lot like you , consider how heavily influenced you are by their opinions and views on the world . Maybe it ’ s

BECAUSE UNLESS YOU ’ RE CONSCIOUSLY INCLUDING PEOPLE , YOU ’ RE ALMOST CERTAINLY UNCONSCIOUSLY EXCLUDING PEOPLE .

Catherine Garrod , Author and Founder of Compelling Culture

www . intelligentcxo . com

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