Last week, I came across an ad for a podcasting course that claimed, “35% of people prefer to absorb information through listening.” It made me wonder—where do marketers get these statistics? Are they using the Miyagi principle? If you’re unfamiliar with it, the idea is: Everything we know was made up at some point by someone.

Some people take this concept to the extreme, presenting figures with no real foundation. This is especially common on the internet. I find it frustrating when percentages and so-called research are thrown around as undeniable truths. For example, do 35% of people really have a preferred learning style based on auditory input?

Take job satisfaction statistics, for instance. In my search, I found studies claiming 80% of people are dissatisfied with their jobs, while others insisted 80% are happy. How can the numbers vary so drastically? Yet, when we see a statistic, our brains often go, That sounds right! and instantly recall experiences that confirm it. Essentially, we fit the “facts” to match what we already believe.

This is the foundation of perception, and marketers know how to leverage it. They carefully choose numbers and “facts” that reinforce the message they want you to accept. But have you ever questioned how your own beliefs are formed? What do you use to anchor your perceptions? How do you shape expectations—both for yourself and others?

As for the podcasting claim, I dismissed it without much thought, simply because of my own preferences. It might be accurate, but I don’t enjoy consuming information at the speed of speech when I could read and grasp the same idea in minutes. Listening forces me to follow someone else’s pace.

That said, podcasts do have their advantages. They allow for a more reflective experience—I can let my thoughts wander, make connections, or even pause to explore something further. With written content, I have to actively find my place again after stepping away.

Auditory learning certainly has its influence. Sound is one of the earliest senses we develop—babies recognize voices in the womb. As children, we’re constantly spoken to, often by people who hold authority over us. Maybe that’s why some individuals completely tune out—they dislike being told what to do.

But more importantly, how many of your beliefs are based on something someone else simply made up?