BizSugar.com › Startups › 5 Reasons Not To Trust Your Passions In Making Decisions

I’m sure we have all seen business owners or professionals with high levels of passion and energy touting an idea that seems to make very little sense to us. Of course, we never see ourselves in this mode, yet we need to recognize that all humans see reality differently through a built-in set of “cognitive biases,” based on their own unique background of experiences, training, and mental state.