Time machine

You spent $100k on ads in 2025. Sales jumped by 50%. "What a great campaign!" you said.

But then you took a time machine back and spent $0 on ads. Suprise! Sales still increased by 50%.

Not every input drives the outcome.

Funny how that works! I have sometimes heard it called "resulting" or "outcome bias" The cognitive bias is that we attribute an outcome to the actions that preceded it, but don't account for alternatives that may have provided similar outcomes

— Josh Nussbaum (@joshnuss.com) September 3, 2025 at 2:08 PM

It's so easy for us business owners to make this mistake.

You take actions, see results, and assume causation. But those results might have happened anyway.

Published on September 3rd, 2025
Home About Articles Newsletter MegaMaker
Powered by Statamic