Itâs Not The SharkâItâs The Water: What Companies Misunderstand About DEI Data Share to Linkedin When we talk about bias in our organizations and institutions, many of us look for sharks. Unconscious bias in our interview process? Shark. Style-based feedback in performance reviews for women but not men? Another shark. Pay inequity? Uneven promotion rates? Usability issues in our products? Shark! Shark! Shark! getty For all the danger of lurking sharks, though, weâre largely missing the mark. Bias isnât the shark. Bias is the water. Hereâs how to expand your thinking and take the temperature of that waterâso you can start to change the whole ecosystem.