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- Issue 7 > Perception is not reality.
Perception is not reality.
Tom Asacker examines what drives your customers' feelings and actions.
'I'm not interested in trying to work on people's perceptions. I am who I am, and if you don't take the time to learn about that, then your perception is going to be your problem.'
Jim Brown
Jim Brown is right: Perception is not reality. Reality is reality. But Jim is deluded if he thinks that people are going to take the time to learn the facts about him. Not today. Not when time is people's most scarce and precious resource.
Instead, they'll speed-read him. They'll make meaning out of what little bit they hastily perceive. It's up to Jim Brown to capture their attention, stimulate their interest and strategically help shape those perceptions. But alas, Jim is not interested in that kind of work. If you are, please take a good look at this illusion:
Do you see the squares labeled A and B? You probably perceive them as being different shades of grey, huh? They're not. They're exactly the same color.
Now, you can take as much time as you like to contemplate that reality, but it is highly unlikely that your perception will change. I could even provide you a detailed, scientific explanation to support the fact that they're identical colors, but you still wouldn't believe me. You can't help it. It's simply the way your brain is wired.
Your mind does similar things in the marketplace. You believe that SUVs are safer than smaller cars. You feel that dirty airplanes are not well maintained. You assume that if it's organic, it must be better for you. You think that Tylenol is safer and more effective than acetaminophen. You believe that Southwest Airlines has the lowest fares. You know that Duracell batteries last longer than the store brand. You're convinced that $4 golf balls fly farther and straighter than $1 balls.
Truth versus fact… in his book 'Story' the legendary screenwriter Robert McKee wrote, 'What happens is fact, not truth. Truth is what we think about what happens.' Facts are reality (smaller cars are safer than SUVs).
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Twitter, and us. How we use it.
Pay attention to your critics (at least some of them). Penelope Trunk.
Ten little-known formulas for successful advertising. Dean Rieck.
Sixty-two types of questions and why they work. Scott Ginsberg.
Ten questions with David Vinjamuri. Ben McConnell.
The language of accountability. Gregg Thompson.
Making the web work for your business. Chris Cardell.
Why your website sucks. Chris Haddad.
Marketing lessons from 'American Gangster'. Jacqueline Zenn.
The 'word of mouth' marketing manifesto. Andy Sernovitz.
The art of bootstrapping. Guy Kawasaki.