The most dangerous words in product development are: "Our users will love this." I've heard this declaration in countless product meetings, usually followed by months of engineering work and ending with the quiet disappointment of underwhelming user adoption. Confirmation bias — our brain's maddening tendency to seek out information that supports what we already believe. Related: How Entrepreneurs Can Overcome Confirmation BiasThe user research theater"User research theater" refers to going through the motions of talking to users without actually being open to having your assumptions challenged. Create a culture that rewards changing courseIf your team gets punished for admitting they were wrong, guess what?