Everyone lives with self mythology.
The more important a memory is to the story we tell ourselves about ourselves, the more often we rehearse the memory. And the more often we relive those memories, the less likely it is that they are true.
Despite our shared conception that we are rational actors making intelligent decisions based on an accurate view of the world and ourselves, precisely the opposite is true. Your customers, your workers, you and I, we are all figments of our imaginations.
Understanding the mythology of your partner, your customer and your audience is far more important than watching the instant replay of what actually happened.