Shane and I were having a bit of a laugh about some of the quotes from Borat (my favorite one being, "I will look upon your treasures, gypsy. This is understood?"), and he was telling me about this clown on MTV that used to insult people, and that the poor people being insulted had this look on their face like, "You're a clown, how can you say such things!" (clearly they were naive as to the pure evilness of clowns!), and he described it as "cognitive dissonance"! I have to say, I've never heard this term before (Shanemo assures me its an industry term, like "on all fours" in law... he he), but experienced it many times.
So what is "cognitive dissonance"? Essentially, it's having two conflicting thoughts, such as for me this morning, while eating my parmesan/vegemite toast, my nose tells me to back away from the bread, but my taste buds are telling me to party like its 1999!
So next time you're in that meeting, and your sitting across from the customer who looks like they just work up in a dumpster and wandered into your pre-sales call, but they are promising to sign the million dollar PO if you jump through a few "hoops", and you're feeling uneasy, that's CD baby!