<aside> ✨ Product Psychology Resources: If you want to learn more about behavioral psychology and mental models, we recommend these resources.
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Buster Benson, *author of ***"Why Are We Yelling?"
He did an impressive job with the categorization of cognitive biases which led him to build a massive Codex. (See Wikipedia: List of cognitive biases)
Every single person, including myself, has many implicit associations that lead to bias that they can't fully eradicate in themselves. It's more effective to accept that fact, and account for it by being transparent about it, than to try to hide it.
Open image in a new tag, it is a SVG file, you can click all the biases linked to its Wikipedia page.
**Gabriel Weinberg** (CEO of DuckDuckGo).
He recently did a video interview with Jordan Harbinger where he discussed the importance of mental models and cognitive biases.