AGENDA

2. What is CT? 3. Why

1. What is Thinking?
Critical Thinking?

11. Critical thinking in 4. Characteristics of

business critical thinking

5. Critical Thinking
10. Critical vs process
Non critical thinking

6. Benefits of
9. Barriers to Critical Thinking
Critical Thinking

7. Components of CT
8. Our concept of CT
 Critical Thinking
"5% think, 10% think they think, 85% would rather die
than think." — Anonymous

“the trouble with the

world is that
the stupid are
cocksure and the intelligent
full of doubt” - Bertrand
Russell

“. . . Intelligence . . . is in
plentiful
supply. . . the scarce
commodity is systematic
training
in critical thinking.” --Carl Sagan

“The true critical thinker accepts what few

people ever accept -- that one cannot routinely
trust perceptions and memories.” –James Alcock

“Truth gains more . . . by the errors of one who,

with due study and preparation, thinks for himself
than by the true opinions of those who only hold
them because
they do not suffer themselves to think.” --John Stuart
Mill_

WHAT IS CRITICAL THINKING?

WHAT IS THINKING?

Mental activity that helps to formulate or solve a problem, to

make a decision or to seek understanding involves critical
and creative aspects of the mind, both the use of reason and
the generation of ideas.
(Fisher, 1990)
 INTRODUCTION TO CRITICAL THINKING

Consider several Quotations:

Critical thinkers: distinguish between fact and

opinion; ask questions; make detailed observations;
uncover assumptions and define their terms; and
make assertions based on sound logic and solid
evidence.

Ellis, D. Becoming a Master Student, 1997

Critical thinking is best understood as the ability of
thinkers to take charge of their own thinking. This
requires that they develop sound criteria and
standards for analyzing and assessing their own
thinking and routinely use those criteria and
standards to improve its quality.

Elder, L. and Paul, R. "Critical thinking: why we must

transform our teaching." Journal of Developmental
Education, Fall 1994.

DEFINING CRITICAL THINKING

• In general terms, we can say that to think critically is to

think clearly, accurately, knowledgeably, and fairly
while evaluating the reasons for a belief or for taking
some action.

• Critical thinking means correct thinking in the pursuit

of relevant and reliable knowledge about the world
• Critical thinking is reasonable, reflective, responsible,
and skillful thinking that is focused on deciding what to
believe or do.

• Critical thinking can be described as the scientific

method applied by ordinary people to the ordinary
world. This is true because critical thinking mimics the
well-known method of scientific investigation: a
question is identified, an hypothesis formulated,
relevant data sought and gathered, the hypothesis is
logically tested and evaluated, and reliable conclusions
are drawn from the result. All of the skills of scientific
investigation are matched by critical thinking, which is
therefore nothing more than scientific method used in
everyday life rather than in specifically scientific
disciplines or endeavors. Critical thinking is scientific
thinking.

• Critical thinking consists of mental processes of

discernment, analysis and evaluation. It includes
possible processes of reflecting upon a tangible or
intangible item in order to form a solid judgment that
reconciles scientific evidence with common sense.

 Critical thinking is...

• Using logic, reason and the scientific method over
abstract theories and emotional judgments.
• Awareness of heuristics (shortcuts) and biases (errors)
that influence human thinking.
• Using these abilities systematically on everything in
your life. From that, using the results to make
improvements.

IDEAS & CONCEPTS

A Brief Conceptualization of Critical Thinking

Critical thinking is self-guided, self-disciplined thinking which

attempts to reason at the highest level of quality in a fair-
minded way. People who think critically consistently attempt
to live rationally, reasonably, empathically.

They strive to diminish the power of their egocentric and

sociocentric tendencies. They use the intellectual tools that
critical thinking offers – concepts and principles that enable
them to analyze, assess, and improve thinking.

They realize that no matter how skilled they are as thinkers,

they can always improve their reasoning abilities and they
will at times fall prey to mistakes in reasoning, human
irrationality, prejudices, biases, distortions, uncritically
accepted social rules and taboos, self-interest, and vested
interest. They strive to improve the world in whatever ways
they can and contribute to a more rational, civilized society.

They embody the Socratic principle: The unexamined life is

not worth living, because they realize that many
unexamined lives together result in an uncritical, unjust,
dangerous world.

The Critical thinking includes a complex combination of

skills. Among the main characteristics are the following:

Rationality

We are thinking critically when we

• rely on reason rather than emotion,
• require evidence, ignore no known evidence, and follow
evidence where it leads, and
• are concerned more with finding the best explanation
than being right analyzing apparent confusion and
asking questions.

Self-awareness
We are thinking critically when we
• weigh the influences of motives and bias, and
• recognize our own assumptions, prejudices, biases, or
point of view.

Honesty

We are thinking critically when we recognize emotional

impulses, selfish motives, nefarious purposes, or other
modes of self-deception.

Open-mindedness

We are thinking critically when we

• evaluate all reasonable inferences
• consider a variety of possible viewpoints or
perspectives,
• remain open to alternative interpretations
• accept a new explanation, model, or paradigm because
it explains the evidence better, is simpler, or has fewer
inconsistencies or covers more data
• accept new priorities in response to a reevaluation of
the evidence or reassessment of our real interests, and
• do not reject unpopular views out of hand.

Discipline

We are thinking critically when we

• are precise, meticulous, comprehensive, and
exhaustive
• resist manipulation and irrational appeals, and
• Avoid snap judgments.

Judgment

We are thinking critically when we

• recognize the relevance and/or merit of alternative
assumptions and perspectives
• recognize the extent and weight of evidence

In sum,
 • Critical thinkers are by nature skeptical. They
approach texts with the same skepticism and suspicion
as they approach spoken remarks.
• Critical thinker’s reactive, not passive. They ask
questions and analyze. They consciously apply tactics
and strategies to uncover meaning or assure their
understanding.
• Critical thinkers do not take an egotistical view of the
world. They are open to new ideas and perspectives.
They are willing to challenge their beliefs and
investigate competing evidence.

Critical thinking enables us to recognize a wide range of

subjective analyses of otherwise objective data, and to
evaluate how well each analysis might meet our needs.
Facts may be facts, but how we interpret them may vary.

CHARACTERISTICS OF CRITICAL THINKING

Critical thinking is an effort to develop reliable, rational

evaluations about what is reasonable for us to believe and
disbelieve. Critical thinking makes use of the tools of logic
and science because it values skepticism over gullibility or
dogmatism, reason over faith, science of pseudoscience, and
rationality over wishful thinking. Critical thinking does not
guarantee that we will arrive at truth, but it does make it
much more likely than any of the alternatives do.

Open-mindedness & skepticism

A critical thinker is neither dogmatic nor gullible. The

most distinctive features of the critical thinker’s attitude are
open-mindedness and skepticism. A person who wishes to
think critically about something like politics or religion must
be open-minded. This requires being open to the possibility
that not only are others right, but also that you are wrong.
Too often people launch into a frenzy of arguments
apparently without taking any time to consider that they
may be mistaken in something.
Doubt things. Don’t accept things at face value and think
them through. The worst error you can commit is to delegate
all your thinking to another person. By creating a layer of
doubt on everything, even your ideas, you can improve
them.

Sense perception

Having the right attitude and knowing the standards of

evaluation are not enough to guarantee that one will always
succeed at critical thinking. Human beings are subject to a
number of limitations and hindrances that forever get in the
way of our best intentions.
Aristotle advised that we should not demand more certainty
than the subject allows (Nichomachean Ethics, I, iii.). That
was good advice 2,500
years ago and it’s good “To doubt everything or to
advice today. Most of the believe everything are two
subjects that concern us in equally convenient
our daily lives are incapable solutions; both dispense
of absolute certainty. The with the necessity of
most we can hope for is a reflection.” --Jules Henri
reasonable certainty that Poincaré
we’ve arrived at the best
possible beliefs. Infallibility
and absolute certainty are beyond our reach. Think, for
example, about the source of most of our beliefs: sense
perception. Each of the senses is limited in extent: Each
sense has a threshold beyond which we cannot perceive. We
can extend those thresholds by using instruments such as
telescopes and microscopes. But those instruments have
thresholds, too. Our instruments enhance our knowledge but
they, too, are limited.
Furthermore, each perception must also be interpreted. With
each interpretation there is the possibility of error. Each of
us has been mistaken about something we thought we saw
or heard. Although we often treat facts as if they were
infallibly certain, they aren’t. Facts are those things we don’t
have any doubts about. We call something a fact if we
consider it grossly unreasonable to deny it. But, since our
grasp of facts is based on sense perception, we should not
claim to know any facts with infallible certainty.

Beliefs

Some beliefs can hinder critical thinking. If you believe you

will fail at trying to solve a problem, you probably won’t try.
If you don’t try, you won’t avail yourself of the opportunity to
learn and develop your talents, including your critical
thinking talents. Surprisingly, much research has found that
believing that intelligence is something you are born with,
and is fixed for life by your genes, hinders people in several
ways that might affect their ability to think critically. “One of
the dumbest things people do with the fixed view of
intelligence is to sacrifice important learning opportunities
when those opportunities contain a risk of revealing
ignorance or making errors” (Dweck 2002: 29).

Differentiate Emotion and Reason

Even if we have clear logical and empirical reasons for

accepting an idea, we also probably have emotional and
psychological reasons for accepting it — reasons which we
may not be fully aware of. It is important to critical thinking,
however, that we learn to separate the two because the
latter can easily interfere with the former.

Our emotional reasons for believing something might be

quite understandable, but if the logic behind the belief is
wrong, then ultimately we should not consider our belief
rational. If we really are going to approach our beliefs in a
skeptical, fair manner, then we must be willing to set aside
our emotions and evaluate the logic and reasoning on their
own terms — possibly even rejecting our beliefs if they fail to
live up to logical criteria.

Argue from Knowledge, not Ignorance

Because we often have an emotional or other psychological
investment in our beliefs, it isn’t unusual for people to step
forward and try to defend those beliefs regardless of
whether the logic or evidence for them are weak. Indeed,
sometimes people will defend an idea even though they
really don’t know a great deal about it — they think they do,
but they don’t.

A person who tries to practice critical thinking, however, also

tries to avoid assuming that they already know everything
they need to know. Such a person is willing to allow that
someone who disagrees can teach them something relevant
and refrains from arguing a position if they are ignorant of
important, relevant facts.

Probability is not Certainty

There are ideas that are probably true and ideas that are
certainly true, but while it is nice to have an idea that
belongs in the latter group, we must understand that the
latter group is far, far smaller than the former. However
preferable it might be otherwise, we can’t be absolutely
certain about quite a lot of matters — especially those
matters that are the focus of many debates.

When a person exercises skepticism and critical thinking,

they remember that just because they can show a
conclusion is probably true, that doesn’t mean they have
shown or can show that it is certainly true. Certain truths
require firm conviction, but probable truths require only
tentative conviction — that is to say, we should believe them
with the same strength as the evidence and reason allow.

Avoid Common Fallacies

Most people can reason well enough to get by in their daily

lives and no more. If that is enough to survive, why invest
the extra time and work to improve? People who wish to
have high standards for their beliefs and reasoning,
however, cannot make do with the bare minimum just to get
by in life — more education and practice are needed.

To this end, good critical thinking requires that a person

become familiar with common logical fallacies which most
people commit at some time or other without ever realizing
it. Fallacies are errors in reasoning which creep into
arguments and debates all the time; the practice of critical
thinking should help a person avoid committing them and
aid in identifying their appearance in others’ arguments. An
argument that commits a fallacy cannot provide good reason
to accept its conclusion; therefore, as long as fallacies are
being committed, the arguments aren’t being very
productive.

Don’t Jump to Conclusions

It’s easy and common for people to quickly go to the first

and most obvious conclusion in any sort of dilemma, but the
fact of the matter is the obvious conclusion isn’t always the
correct one. Unfortunately, once a person adopts a
conclusion it can be difficult to get them to give it up in favor
of something else — after all, no one wants to be wrong, do
they?

Because it is better to avoid trouble than to try to get out of

trouble once in it, critical thinking emphasizes careful
thinking as well — and this means not jumping to
conclusions if you can avoid it. Go ahead and acknowledge
the existence of an obvious conclusion because it might be
right after all, but don’t actually adopt it until other options
have been considered.

CRITICAL THINKING PROCESS

The critical thinking process includes four steps.

 Step 1 Identify the problem, the relevant
information and all uncertainties about
the problem

Step 2 Explore interpretations and connections.

(gather information-organizing
information in meaningful ways)

Step 3 Prioritize alternatives and communicate

conclusions. (analysis of underlying
problem)
Integrate, monitor, and refine strategies
Step 4 for re-addressing the problem (an
ongoing process for generating and using
new information)

BENEFITS OF CRITICAL THINKING

It has been said, "Learning to think critically is one of the

most important activities of adult life."

Among the benefits of careful thinking:

• Improved planning. Critical thinkers are more aware of

uncertainty that hinges beneath plans. Thinking is the
key component of strategy and tactics. If you can’t beat
an opponent with luck, looks or lies, you need to be
able to out think them. This applies particularly when
your opponent isn’t another individual but the world.
• Less gullibility. You are less likely to fall for obvious
deceptions and problems when you can think critically.
This doesn’t need to twist you into a trust-deficient
cynic, but it can help you remain cautious when others
are greedy and smart when others are fearful.
 • Creativity. Some would argue that creativity comes
from intuition and randomness, not controlled thinking.
But I would argue that critical thinkers can utilize their
skills to see outside the imaginary lines they draw
around a problem.
• Intellectual Freedom. One could argue that people use
the word 'freedom' too liberally in American culture. But
intellectual freedom is perhaps the greatest benefit of
critical thinking. Instead of simply conforming to the
status quo, you can actively question assumptions.
Questioning assumptions (even your own) can lead to
finding new solutions for a greater quality of life.

Other Benefits includes:

 More sophisticated analysis of information.

 More flexibility in thinking.
 Use of more logical inferences.
 More rational conclusions based on an examination of
evidence.

OUR CONCEPT OF CRITICAL THINKING

Critical thinking skills are vital to well-educated individuals

and acquiring this ability should be one of the most
important goals in one's life. A broad framework of
intellectual rigor is called critical thinking. Critical thinking
skills enable people to evaluate, compare, analyze,
critique, and synthesize information. Those who
possess critical thinking skills know that knowledge is
not a collection of facts, but rather an ongoing
process of examining information, evaluating that
information, and adding it to their understanding of
the world. Critical thinkers also know to keep an
open mind- and frequently end by changing their
views based on new knowledge.
"A broad-based education, inter-disciplinary study, and the
ability to think beyond the textbook or class lecture is
important for students. Being able to think and write clearly,
critically, and cogently is a skill that will contribute to quality
of life.

Critical thinking is the art of taking charge of your own mind.

If we can take charge of our own minds, we can take charge
of our lives; we can improve them, bringing them under our
self-command and direction. This requires that we learn self-
discipline and the art of self-examination. This involves
becoming interested in how our minds work, how we can
monitor, fine tune, and modify their operations for the
better. It involves getting into the habit of reflectively
examining our impulsive and accustomed ways of thinking
and acting in every dimension of our lives."

Our actions are based on some motivations or reasons. But

we rarely examine our motivations to see if they make
sense. We rarely inspect our reasons critically to see if they
are rationally justified. As consumers we sometimes buy
things hastily and uncritically (undecidedly), without ever
thinking whether we really need what we are tending to buy
or whether we can find the money for it or whether it's good
for our health or whether the price is competitive. As parents
we often react to our children impulsively and uncritically.
We do not determine whether our actions are consistent with
how we want to act as parents or whether we are
contributing to their self-esteem. We do not think whether
we are discouraging them from thinking or from taking
responsibility for their own behavior.

The Qur'an repeatedly provokes and challenges the reader

to think and contemplate the signs of Allah so that she/he
can understand. Human destiny is not to be passive like the
angels but to be creative for which she/he has been given
the most sublime gift of all, the mind. And creative mind is
a critical mind. The religious justification for understanding
the reading of the Qur'an as initially an intellectual challenge
is that mere unreflective and unexamined acceptance of that
which is handed down to us is frowned upon by Islam. There
is a dynamic relationship that exists in Islam between faith
and reflective thought. And has not the Qur'an said, "(Here
is), a Book which We have sent down unto thee, full of
blessings, that they may meditate on its Signs, and that
men of understanding may receive admonition." (Surah, Al-
Sad, 38: 29). In fact, "verily in that are Signs for those who
reflect (Surah, Al-Rum, 30: 21) is a constant theme
throughout the Qur'an, which, among other things,
underscores the point that meanings of the sign of Allah
cannot be read just off the face of the signs but require
thinking and reflection.

In Islam there is no such thing as knowledge for the sake of

knowledge. Knowledge has no value and virtue in and by
itself. Its virtue lies in bringing human kind closer to Allah.
The view that knowledge is the path that leads to Allah
highlights two things about Islam. Firstly that knowledge in
Islam is important for a Muslim's spiritual growth and
development. And, secondly, since knowledge is acquired
through the active process of going beyond what one
already knows, critical thinking is essential for a Muslim to
grow intellectually and spiritually. It further suggests that
intellectual growth without spiritual development is aimless
wandering, and spiritual development without the
intellectual component is meaningless.

In the Western societies critical thinking is required to lead a

successful life based on pragmatic and utilitarian grounds.
Critical thinking in its secular mode is entirely a worldly
affair, undertaken purely to bring about changes in the world
for the purpose of this life. In Islam, to engage in critical
thought is a moral commitment and to be judged on it's
moral worth independent of its success or failures in this
world. Allah (SWT) requires us to act morally; the success or
failure of such actions is entirely in His hands.

ISLAMIC CRITICAL THINKING

In Islam "enlightened thinkers” are known as
Raushanfekran.

"Afalaa utadabbaroon al-Quran? (4:82)" Do they not do

tadabbur in the Quran? So says Allah in the Quran.
Tadabbur means highly concentrated goal-oriented critical
thinking like the way scientists do when challenged to find
something new or when they embark upon solving a difficult
problem.

Qur'anic view of creative reflection is called al-Basira. In

Islam Ijtihad or independent thinking is used as a
principle of creative and critical thinking; rationality
and scientific rationality in a secular perspective.

The Quran encourages us over and over again to

think, reflect, ponder, understand and analyse.
However, very rarely do parents encourage children to
question. Our response to difficult inquiries from our children
is to say "do it because I said so." This discourages the
children from developing critical thinking. They become lazy
and complacent and easy prey to cult type following. To
take things at face value makes us vulnerable.

Reason is the common bond of all humans, a means of

connecting to the world and to others, the same reason
through which Plato and Aristotle communicated their views.
Reason and intellect represent the only way of
understanding this world, even though this understanding is
too relative to guide us to ultimate truths. Our great
thinkers, while aware of the indispensability of reason, knew
that reason alone could not discover all of reality. Our
religious tradition claims that it is ultimately faith of the
heart, not the intellect, which comprehends the whole of
reality.

If we think of reason and faith as contradictory and opposed

to one another, because reason achieves more instrumental
impact in this world, faith will be sidelined. It is important to
note that the faith I am talking about exists alongside and
parallel to reason, not in opposition to it.

Reason can merely take us to the gates of the afterlife. Even

though it is aware that the world is not limited to the
material, it cannot go farther than this world. It is here that
faith must step in. Humans cannot do without reason in their
lives as they encounter practical matters, and if they have to
choose between faith and reason, they will choose the latter.
Interpretations of the world based on reason are relative, a
relativity that also permeates our perceptions of religion. But
if our understanding of religious tradition and the Quran gets
moribund (declining) and in need of transformation, this
does not mean that tradition and the Quran have aged
themselves. Our intellect is capable of adapting to the
current world while also remaining attuned to tradition and
the Quran, such that the solid essence of religion is not
harmed. Our religious thinking is bound to evolve.

Due to the regime of taqlid or blind imitation, imposed in the

name of religion from about the 12th century until the end of
the 19th century, the Muslims swallowed the teachings of
the so-called `Four Great Imams', even the wholesale
medieval theology and jurisprudence, in toto. There were
many factors that gave rise to this blind imitation regime of
that period and we cannot discuss them here. Nevertheless,
it is important for us to realize that after nearly a hundred
years since the reopening of the door if ijtihad or critical
thinking by Muhammad Abduh's reform movement, this
taqlid regime is still with us.

One should develop critical thinking ability in one's studies

first: in science, mathematics, computers, and economics,
whatever subject one has chosen. If you cannot develop this
ability most probably you would not understand the Quran.
Also, understanding of the Quran is a long and hard and a
lifelong process. And it requires lot of patience and
perseverance plus it demands sacrifice. Therefore, you
should first try to take few important verses of the Quran
(the ones dealing with human relationships and character
building) and try to integrate them in your life and studies.
Of course it will be very hard and there will be lot of
temptations to skirt. But try to avoid them. But keep in mind
that we are human beings. We make mistakes. So, don’t feel
too bad or don’t be too hard on yourself if you make
mistakes. Just make sure that next time you are careful.

Barriers to Critical Thinking

• Egocentrism (self-centered thinking):

– The one thing that unites all human beings,

regardless of age, gender, religion, economic
status, or ethnic background, is that deep down
inside, we all believe that we are better than
average drivers (Dave Barry).

• Sociocentrism (group-centered thinking):

– When all think alike, no one is thinking (Walter

Lippmann).

Bassham et al., 2002

Non-Critical Thinking

It is based on unreliable knowledge, suspicious arguments.

This type of knowledge could be true or false but
unpredictable.

Beliefs of non- critical thinkers are a collection ideas planted

in them by others. They tend to be easily manipulated, but
are unaware that they are being manipulated. Of course, if
one told them they were being manipulated, they would
likely deny it.
Non-critical thinkers generally accept the beliefs which are
easiest to access.

The non-critical thinker's beliefs usually conform to the

group they most strongly identify with and are most
comfortable with.

Non-critical thinkers spout slogans which are programmed

into them, but they are unable to logically defend these
positions. The positions are simply accepted as true. Anyone
who challenges the position will likely be considered ignorant
or a bigot. Any challenge to the position is responded to with
anger rather than intellectual consideration.

Anger (and sometimes violence) is a predictable response.

Here's why. First, the belief is part of the person holding it. It
feels good to hold the belief. People around the person also
accept the belief, so they are comfortable holding it. When
the belief is challenged the person feels threatened. It
violates their "comfort zone." Second, they are not capable
of reasoning properly about the claim. The inability to think
logically causes them to feel inadequate. Operating in a
world of emotions, the only response a non-critical thinker
can have to opposition is anger.

The only way to change the mind of a non-critical

thinker is to expose them to propaganda which enables
them to feel more comfortable about a new belief. If a new
idea feels better to them than the one they currently hold,
they may change their mind. As the group they identify with
changes its collective mind, the non-critical thinker will
change their mind to conform.

Notice that truth has nothing to do with the non-critical

thinker's selection of beliefs. Emotions alone drive their
"thinking." It should be quite clear that the non-critical
thinker is potentially quite dangerous. Non-critical thinkers
are likely to make decisions which are bad for themselves
and for those around them. The thinking in their minds is
literally disconnected from reality. They can be manipulated
by propagandists into voting in blocks large enough to result
in bad decisions for society. Ultimately they can be
organized into violent mobs or even armies who can harm or
kill those who disagree with them.

CRITICAL VS UN CRITICAL THINKING

Critical Thinking Non-Critical Thinking

• shades of gray - strives
for depth
View of
• interdisciplinary
knowledge:
• knowledge is open
• intertwined with thinking
• rational and consistent
• strives to learn how to
think
View of
• holistic/webbed
thinking:
• original/insightful
• multiple frames of
reference
• suspends closure
• explorer/probing
• questioning
Strategies • fair-minded
for • active
thinking: • collaborative/communal
• precise language
• black and white -
superficial level
• un disciplinary
• knowledge is closed
• independent of
thinking
• irrational and
inconsistent
• stirves to learn what
to think
• unidisciplinary/linear
• second hand think
• one or limited frame
of reference
• strives for closure
• dogmatic/avoiding
• doubting
• ego-/ethnocentric/em
otional
• passive
• authoritative
 • vague language

Critical Thinking in Business

Everyone has a native ability to think logically and critically;

but many people, including many small business owners,
have never had the training or practice to develop this
capacity. Fortunately, it is an ability which people can easily
master, and the small business owner who has the capacity
to see things from the points of view of his customers is
already well on his way. Instead of seeing things from his
own point of view or those of his customers, he now has to
analyze situations without a "point of view," critically, in
terms of the essential facts only. Based on these essential
facts, he can determine if any action should be taken and
what action.
The key thing about critical analysis is that it has to take
place in the absence of personal wants or desires. The owner
of the business will have all kinds of hopes and desires
regarding his business, but often the facts will not support
them. Critical analysis, instead of starting with, "I want this -
how do I get there?" starts with, "This is what we have - what
can we do?" It's clear how this is the opposite approach to
the one intuitively taken by many people in response to
challenges. The advantage of the latter is that the success
rate is much higher.

A typical situation for the small business owner is one where

a potential customer doesn't make a purchase and says that
the product is of poor quality. A typical reaction is to make
changes to the product, often changes which the owner
wanted to make anyway. This may be positive, but it isn't
the action which should result from a critical analysis. The
essential fact here is not that the product is of poor quality,
but that a customer has criticized the product. There are at
least three explanations possible: the product could be bad;
the product could be good but the customer ill-informed; or
the customer might have been in a bad mood. Since the
three explanations would result in different actions, the only
reasonable action to be taken is to find out more. In a
business framework, it would probably be best to wait until
the customer comes in again or another customer makes the
same comment. They could then be asked what they meant.

If the same customer had criticized the product, saying he

couldn't make it work, the small business owner might have
dismissed this. It sounds like a problem that's hard to fix and
it's only one customer. Yet, the essential fact here is that the
product did not work for this customer. It's clear that the
problem is with the product and therefore changes in the
product would be justified.

The biggest obstacle preventing many small business

owners from clearly and critically analyzing their challenges
is that they are too involved in their businesses on a
personal level. If that's the case, it is also one of the
problems preventing their business from being as successful
as it could be. They need to step outside, analyze what they
have and then choose those of the possible resulting actions
which will get them closer to their goals.