Four ways to beat categorical thinking

Your mind is a categorisation machine, all the time taking in huge amounts of data, then simplifying and structuring it to make sense of the world. 

Writing for Harvard Business Review, Bart de Langhe and Philip Fernbach say that, in business, we often create and rely on categories that are invalid, not useful, or both – and this can lead to major errors in decision making.

Categorical thinking can be dangerous in four ways: