will emphatically declare things that simply a…t’s what he got. And yet, Jon found that he’d said something that he later realized he didn’t mean. Users aren’t omniscient. They can and will emphatically declare things that simply aren’t true, even about their own habits.
The problem is separation. It’s rooted in the ways we categorize human diversity. The most common ways that we group people by diversity are single dimensions like ability, gender, race, ethnicity, income, sexual orientation, and age. Even if we know people are more complex than a single dimension, businesses regularly try to solve problems based on these monolithic groupings.