82. Phil Fernbach on FP&A and The Knowledge Illusion: Why We Never Think Alone

How do we grow as communicators, leaders and FP&A professionals? Today's AFP Conversations guest, Philip Fernbach, thinks the first thing we need to do is stop assuming we know more than we do.

A University of Colorado professor of marketing and co-author of "The Knowledge Illusion: Why We Never Think Alone," Fernbach points out that humans have built hugely complex societies and technologies, but most of us don’t even know how a pen or a toilet works. Similarly, FP&A professionals are tasked with making accurate forecasts, yet many don’t even understand their organization’s products or customers.

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