How Your Biases Make You Blind

"We best empathize with people—be they colleagues or customers—that we have some shared experience with. So if a company is homogenous in form, it will only be able to connect with a homogenous swathe of humans outside the organization—you'll only be able to communicate with people who have the same hand on the elephant as you do. This leads to a lack of understanding of what value the customer wants. That misunderstanding is the seed of disruption, for the gap between the value you think your customers want and the value your customers actually want is precisely the space where a competitor can replace you."