Despite the beliefs of some psychologists and promises of Martech vendors, nothing related to human psychology and behavior is absolutely quantifiable. Nothing. But we live in an era of attribution models, conversion funnels, and predictive analytics, complete with dashboards that promise precision and a clear course of action. This mathematical certainty is largely an illusion because we human beings aren't equations. We're messy, contradictory, and influenced by thousands of unmeasurable variables, including the fight someone had that morning, the song in their head, the memory triggered by your brand color, and the cultural context they bring to your message.

Anchor beliefs are convictions that remain fixed even when faced with contradictory evidence, and we all have them. Strong beliefs shouldn't be wishy-washy and flip completely based on moderate counter-evidence, they should adjust somewhat. When they don't budge at all, it's worth asking yourself, "If this belief were false, would I want to know?" While these beliefs aren't necessarily wrong, and many are accurate, the problem is that they are held as if indisputable truths rather than hypotheses open to revision.