This document discusses the power of perception and how perception shapes reality. It argues that people make choices and decisions based on their perceptions, even if those perceptions are not entirely accurate. Three examples are given of situations where prevailing perceptions influenced outcomes, even though the underlying realities may have been different. The document advises defining one's values, understanding one's audience, and taking actions to position brands and ideas in a way that shapes perceptions positively over time. Effectively managing perception is presented as key to success.

1. Profit or lost, success or failure, fame or oblivion, acceptance or rejection it
all depends on perception.
Bamisebi Richard
Perception Architect
30th
June 2015 Outright Communications
PERCEPTION IS REALITY, PERCEPTION IS
EVERYTHING

2. What is perception?
Perception is the way in which something is
regarded, understood, or interpreted.
Perception is Reality, Perception is Everything
- Oxford Dictionary

3. What is Reality?
It includes everything that is and has been,
whether or not it is observable or
comprehensible.
Perception is Reality, Perception Everything

4. Let’s Consider the Following Pairs:
Perception is Reality, Perception is Everything

5. Which would you drink for
breakfast?
vs.
Perception is Reality, Perception is Everything

6. Where would you rather bank?
vs.
Perception is Reality, Perception is Everything

7. Who would you rather meet?
Ladi Delano Aliko Dangote
vs.
Perception is Reality, Perception is Everything

8. Where would you rather live?
vs.
Russia USA
Perception is Reality, Perception is Everything

9. Who would you rather have as a
friend?
You Him/her
vs.
Perception is Reality, Perception is Everything

10. The choices we made stemmed
from our perception.
Perception is Reality, Perception is Everything

11. Do this top-of-mind brands really have
those perceived qualities that made us
choose them
Let’s see the
facts
?
Perception is Reality, Perception is Everything

12. • Peak milk – Full cream and animal fat (high in
cholesterol)
Cowbell – Vegetable fat (low in cholesterol)
• Ladi Delano – Runs a billion dollar group of
companies at 30.
Aliko Dangote – Started his in his 40s
• GT Bank – Is 3rd in concentration ratio
(depositors & assets)
First Bank – Is 1st
in concentration ratio
Perception is Reality, Perception is Everything

13. USA VS. RUSSIA
Perception is Reality, Perception is EverythingSauce: www.country-facts.findthedata.com

14. The Truth
Whether or not the top-of-mind brands
possess these qualities we would still choose
them.
The question becomes why?
I found out a couple of reasons, but whatever
the were, it still came down to the one same
reason - perception!
This brought me to just one conclusion - that
every human being lives within his
perceptual reality and we all make decisions
and choices based on these perceptions.
Perception is Reality, Perception is Everything

15. How do we then Create a
Perception that Keeps us Top-of-
Mind?
Perception is Reality, Perception is Everything

16. Perceptual Architecture
• Define core values.
• Create or find a need.
• Properly define and choose target group.
• Carefully study their norms.
• Fit need/brand within these boundaries.
• Audit perceptions and make adjustments.
• Understand that perception is not cast in stone, it is
about cause & effect and it evolves.
Perception is Reality, Perception is Everything

17. Cause & Effect
Perception is Reality, it's Everything Perception is

18. 1st
Scenario
• Story: Tony, 21, male, wears dreadlocks, has
tattoos all over his right arm, has ear piercings,
smokes, sags his pants and is always
surrounded by ladies.
• Prevailing Perception: Tony is a flirt and a bad
guy.
• Result: Some would avoid him, others would
identify with him.
• Question: Are they right? Not necessarily. Is it
real? Yes! In their eyes it is.
Perception is Reality, Perception is Everything

19. 2nd
Scenario
• Story: You’re the Head, Corporate
Communications at Globacom Limited. You drive
an Audi A8L. When on official assignment, you
fly first class and you live on Banana Island.
• Prevailing Perception: You’re a big boy
• Result: Access, name recognition, top of mind.
• Question: Are they right? Not necessarily. Is it
real? Yes! In their eyes it is.
Perception is Reality, Perception is Everything

20. 3rd
Scenario
• Story: Authorities once declared the earth to
be flat (Dell Theory) and that when you go
close to the cliff of the earth you could fall
off and anyone who challenged this fact was
persecuted - executed even.
• Prevailing Perception: We could fall of the
earth’s surface.
• Result: Sea travel was limited.
• Question: Were they right? No! Was it real?
Yes! In their eyes it was.
Perception is Reality, Perception is Everything

21. The 5w’s of our decisions and choices would
constantly be judged and perceived.
Perception is Reality, Perception is Everything

22. Your Responsibility
Your responsibility is not to worry that you’re
being judged and perceived but rather to
begin to carryout a reverse engineering
process following this steps:
1. Define your corporate/personal values.
2.Choose your target audience/market.
3.Study target.
4.Develop a brand fit.
5. Take action to position your brand and sell.
Perception is Reality, Perception is Everything

23. This same process is what we employ to
position brands for maximum success and
profit.
Perception is Reality, Perception is Everything

24. Word of caution!
We must remember that first impressions last
a lifetime and that once we appear we
cannot reappear.
Therefore making the right first impression is
very important.
At all cost, court attention and reduce
dissonance.
Perception is Reality, Perception is Everything

25. THANK YOU!
@bamisebie Bamisebi Richard@bami_rich Bamisebi Richard