The Biggest Picture

If perception is reality … what’s the reality of the perception?

Perception “may” drive sales but is what attracts reporters, analysts, investors, regulators, and, ultimately … customers.

Thought leaders, gurus, agencies, advertisers and spin-doctors -- all share the role of outsider.

The outsider is imploring their clients to align their insider interests with the outsider world –- the perception ‘out there’. This is the driving force behind all marketing operations – how to best command or diminish market attention.

The only way to answer that question is to understand market perception. Market perception is the way the world looks at you or away at something else.

Whether trying to land an appointment, place an ad, seal a partnership, or, craft a message, we need to know as much as possible about how we’ll be welcomed, dismissed, grouped, labeled or discarded by the big, outside world.

Perception thumbs its nose at the very idea of management or control – what’s the prevailing climate? What’s the reality ‘out there’? In effect – how do we square our internal realities with external markets?

Who’s the authority on that one?

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