A worldview is a point of view, a way of seeing the world. Worldviews are not formed objectively and supported by facts. They are subjective, values-based reflections of our experiences and beliefs.

Our worldviews shape our attitudes and biases, influence our decisions and guide our actions. And while as innovators and marketers we understand all of this, in our search for ways to understand and define our markets, we sometimes forget to apply it. Just because they take the same route to work each morning doesn’t mean that all twenty-nine-year-old men living in the suburbs share the same worldview.

Our assumptions about the stories of the people we create for can lead us down the wrong track.

— Meaningful: The Story of Ideas That Fly by Bernadette Jiwa