At its core, confirmation bias is the tendency for people to seek out information that reaffirms their preexisting beliefs or assumptions. This is a common phenomenon in product development, where businesses often rely on customer feedback as they develop new products or features. However, if product developers become too focused on feedback that confirms their existing ideas, they can easily fall victim to confirmation bias and fail to recognize potentially valuable new insights. To avoid this trap, product managers must constantly be on the lookout for ways to challenge their own assumptions and gather input from a wide variety of sources. By maintaining an open and curious mindset, product teams can better avoid the perils of confirmation bias and deliver more effective and successful products to their customers.