Psychological studies reveal that we have a profound and dangerous tendency to believe everything we read and this includes carefully written marketing ads and titles for self-help books and programs. We have the tendency to automatically assume that others are telling the truth, even when they are lying. This tendency is called truthfulness bias. Simply stated, we are inclined to believe everything we read. Unfortunately, if a theory is not working we don’t challenge the ideas that fail to work, rather we challenge ourselves and our self-worth.