The Opportunities Hiding Behind Your Biases

A story, quote, and lesson from the mistake of picky car manufacturers

Don't judge too quickly.

It was 1990, and the romantic comedy Pretty Woman was set to become a box office hit. But not everyone wanted a piece of it.

The film told the story of a wealthy businessman (Richard Gere) who falls in love with a Hollywood prostitute (Julia Roberts), and the producers needed a sleek, high-end sports car to match Gere’s character.

They approached Ferrari and Porsche—but both brands declined. They were concerned about the optics: a luxury car associated with prostitution? Bad for business, they thought.

But Lotus said yes.

The Esprit SE, a wedge-shaped marvel of British engineering, became the film’s automotive star. It wasn’t just a cameo—it was a statement. The scene where Gere’s character fumbles with a stick shift before Julia Roberts confidently takes the wheel became iconic, and so did the car. Lotus didn't just sell more Esprits—they redefined how their brand was seen in the U.S.

Julia Roberts and Richard Gere in the “Pretty Woman” Lotus. Credit: Buena Vista via Getty Images

In hindsight, it’s easy to say Lotus made the right call. But at the time, they were betting on a story that didn't fit traditional ideas of luxury branding. Where others saw risk, they saw a chance to stand out.

Sometimes, the assumptions we hold about how something should be—about what’s “appropriate” or “on brand”—can keep us from taking smart risks. Ferrari and Porsche wanted to maintain prestige, but they missed out on a cultural moment that reshaped public perception of luxury and cool. Lotus, with a fraction of the market share, came out looking bold, accessible, and unafraid.

“Big mistake. Big. Huge!”

- Vivian Ward after being mistreated by the staff of a luxury boutique, Pretty Woman (1990)

Pretty Woman became one of the highest-grossing romantic comedies of all time. And the Lotus Esprit? It rode the wave. After the movie came out, Lotus sales in North America tripled over the next year.

We all have moments where we reject something because it doesn’t “look right” at first glance. Maybe it’s a job opportunity that feels beneath us. A creative project we think people will judge. A person who doesn’t fit the mold. But like the Lotus Esprit in Pretty Woman, sometimes the opportunity hiding behind your bias is the one that changes everything.

Letting go of biases isn’t easy. But when we do, we open the door to unexpected success—and maybe even a little bit of cinematic magic.

So now I ask you:

What opportunities might you be overlooking simply because they don’t look the way you expected them to?

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