Each human has their own worldview. A worldview is a lens through which we experience the world. It's a difficult thing to change and, as humans, we work to reinforce and strengthen our views—for good reason—it makes life easier. The lens is used to frame and filter every decision we are asked to make. It's much easier to make decisions if you have some parameters to work from.
Worldviews are an accumulation of the biases that people are constantly seeking to confirm. So, while it makes, making decisions easier, it also ensures that when people are provided with information, they are most likely to pay attention to the message that confirms their already-existing view.
As marketers, this is an important reality of humanity that we need to recognize. As we develop our brand's story it's important to consider your markets worldview and how your business supports that worldview.
You can then use that information to create a frame for your product or service that leverages words, images, and people that reinforce the lens your buyers see through.
For example, I'm in the process of creating buyer personas for a software company that serves winery clients. As I get to know the motivations and problems of these customers, I also explore their view on how they think of themselves and their business. Through questions like, "what's your philosophy?" "what do you do for your customers?" "how do you improve the lives of your customers?" I get a sense for how clients view themselves and the work that they do.
With this information, I can begin to develop the story of how winery software supports their worldview and confirm their philosophy to align with them and establish a partnership.
The book Thinking Fast and Slow, speaks in great depth about confirmation bias and its effects. It also covers general human irrationality and the two operating systems in the brain that determine decision making. If you're interested in how people think, read Thinking Fast and Slow.