It is tempting for both clients and agencies to rely on their own cultural attitudes and values as a subconscious guide in considering what other people want and need.Another name for this subconscious guide is bias.

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Bias refers to the tendency to favor one's own attitudes, beliefs, and values when making judgments about other people or cultures. It is common for individuals to operate under these subconscious biases, which can lead to misunderstandings and miscommunications in business and personal relationships. It is important for both clients and agencies to be aware of their biases and work to overcome them in order to foster better cross-cultural understanding and communication.

It Is Tempting for Both Clients and Agencies to Rely