When we look at an object, may it be a book cover, a car, or food, we quickly figure out if it is for us.

When it comes to other people we are just as quick. A few seconds and we’ve made up our first impression. One that often is hard to overcome.

Liking others just as well as things depend on a myriad of details, it’s different for everyone.

What is it then, that lets us hope that it will be different for ourselves? What is it that lets us assume that the service we’ll be providing addresses just about everyone we meet?