An Availability Cascade is a self-reinforcing cycle that explains the development of certain kinds of collective beliefs. It’s about the availability of information that cascades into popular opinion. This is one that emergent ‘Thought Leaders’ can exploit. The introduction of a novel idea or insight, usually one that seems to explain a complex process in a simple or straightforward manner, gains rapid currency in the popular discourse by its very simplicity and by its apparent insightfulness. This is how memes are created and company slogans are brought to life.

A useful counter-measure is to ask: Is there are repetitive pattern in what I’m saying, and is it fundamentally justifiable as well as believable?

For a full list of the most common biases, click here.