"If you already think you are a great singer and a well-happening front person, we have a problem. It means you will have the sort of ego that will render it totally impossible for you to be objective about everything else that's got to be done." - The Manual (How to Have a Number One the Easy Way) by The KLF

People justify their business goals based on the stuff they like doing.

To programmers, the answer lies in new functionality. To designers, the answer lies in another prototype. To sales people, the answer lies in making more deals.

Some people love customer conversations, and never build a prototype. Others keep going back to metrics, when qualititive information is what's needed. Some get stuck on desk research, and never pick up the phone.

To get the knowledge you need, identifiy your learning bias, and get out of your comfort zone.