You can`t be in business, and probably not live life in general, without someone telling you to be more objective. It often comes out in phrases like, "It`s just business, y`unnerstand." Or "Don`t take it so personally." Conversely, if you`re skilled at being objective, people often tell you you`re overly analytic and have no emotions.
I propose that when you get all the way down to the very basics of life and mind, things are pretty cut and dried. Similar to a computer, a human being develops their understanding of experience based on what they like, and what they dislike. It`s the pain-pleasure structure.
What we like or dislike---what gives us pleasure or pain---is totally subjective. Nobody can demand that we justify, reason out, or argue what it is we like or dislike. We can maybe explain how something relates to our past, but there`s no way someone else can experience what you like or don`t like. It`s completely subjective.
If that`s the case, then we have a clue!
Stipulating that like and dislike (pain and pleasure) are totally subjective, then we can say that objectivity is the opposite. And so we would remove all likes and dislikes.
To be objective means to think, feel, and evaluate something *without* raising your own likes and dislikes to a high value. They can be taken into account, but only as a secondary consideration.
So: How good is your business idea? How good is your business plan?
As you think about the answers, watch how little or how much you include what you personally like or don`t like about life, things, stuff, and business. How much does your analysis depend on whether other people like what you like?
What if they don`t?