Recommended Reading: On Being Certain
March 27th, 2009 by Brian Alwine | Tags: Books, Certainty, Decision Making, Objectivity | Posted in Recommended Reading |Do you believe in the rational economic actor?
On Being Certain: Believing You Are Right Even When You’re Not provides a challenging look at human biology and the building blocks of knowledge. It asks a fundamental question, “how do we know what we know?”
Although not a business book, it provided insights relevant to business valuation by addressing issues like:
- Why do people persist in the belief that everyone should draw the same conclusion if given the same information? The author’s discussion helps explain why appraisers, given the same set of facts, often reach different conclusions about the value of a business.
- Certainty is not a biologically justifiable state of mind. The author observes that there is no isolated circuitry in the brain that can free itself from involuntary and undetectable influences.
As appraisers, our professional standards are meant to help us avoid bias. However, this book is a good reminder that we should always check the origin of our thoughts to distinguish between “felt knowledge” and testable observations and conclusions.