Why Are Assumptions Dangerous?

 Making assumptions may seem trivial, but it can have a significant impact, both in personal and professional life. In the business world, particularly in marketing and product management, assumptions can lead to fatal mistakes. This doesn't just apply to companies but also to individuals involved in various aspects of life.

Assumptions in Business and Life

In my experience managing an e-commerce conversion optimization agency, one of the biggest challenges we face is overcoming the assumptions made by marketers, managers, or designers. These assumptions, if not managed properly, can result in significant financial losses, both in terms of revenue and profitability.

For instance, many companies assume that redesigning their website will automatically increase sales. They assume that a marketing campaign with more resources will be more effective than a smaller-budget campaign. They also assume that they understand their customers well. However, when these assumptions are not validated, the results can be disappointing.

A real example is when a company spends a large amount of time and money redesigning its website, only to see a 26% drop in sales after the launch. This mistake often starts with a single unvalidated assumption.

Why Are Assumptions Dangerous?

Making assumptions is something that many people do, both at work and in personal life. Often, we are not aware that we are making assumptions. However, these assumptions can cause various problems, especially in communication.

For example, in personal life, have you ever sent a well-intentioned text message, only for the recipient to interpret it differently? This may happen because you assumed they would understand it the same way you did.

This also applies to verbal communication. Sometimes, we assume that others already understand what we mean. However, if we don't check their understanding, they may actually have misunderstood.

How to Overcome Assumptions

To avoid problems caused by assumptions, there are several steps that can be taken:

1. Repeat Instructions and Ask for Understanding: When giving important instructions or information, don't be afraid to repeat it a few times. Afterward, ask the recipient what they understood. This is important to ensure they understood correctly and to avoid mistakes later on.

2. Use Reminder Notes: One way to avoid assumptions is by creating simple reminders, such as writing the word "Assumptions?" on a note or post-it that can be placed on your desk. This will help you continually question whether you are making unnecessary assumptions.

3. Make Validation a Habit: In business, validation is a crucial step to avoid losses. If you are thinking of making a big change, such as revamping your website or launching a new product, make sure to test and validate the idea before implementing it widely.

Conclusion

Assumptions, if not properly managed, can harm both companies and individuals financially and emotionally. Making validation and avoiding assumptions should become a core value, both in business and personal life. By doing so, we can reduce communication mistakes, improve work effectiveness, and ultimately achieve better results in various aspects of life.