In an earlier post entitled “The nuance of reality”, I wrote that “Our tendency is to draw conclusions and then look for evidence to support those conclusions. Reality, however, is much more nuanced. Most good things have bad characteristics and most bad things have good characteristics.”
The underlying assumption of that post was that you’re operating in a context where your goal is to understand reality to the greatest extent possible. This calls for evaluating evidence to draw conclusions rather than drawing a conclusion and then looking for evidence to support it.
However, in a different context, the opposite approach is necessary. Specifically, when you’re selling something, your goal is to highlight those pieces of evidence that support the product you’re trying to sell while overlooking or downplaying those pieces of evidence that could be barriers to the sale.
In other words, selling is the practice of constructing reality by carefully selecting and presenting pieces of evidence which, while short of being comprehensive, hopefully remain individually accurate.