"The bird thinks it is an act of
kindness to give
the fish a lift in the air."
How we generate information about the world is
When new information is compatible with your
knowledge structures it is accepted, when it does not mesh with your
pre-conceived ideas or past experience it receives little consideration, is
distorted or ignored.2
So, if you wish your message to hit the target,
make adjustment to the wind.
EGA of Your Audience
Business Is All
gain customer insights, we must understand that
we are prisoners of what we know
and what we
marketing, etc. – is all about perceptions. The essence of
selling is coming to grips with people's
"Perception is all there is..." writes Tom
Peters.5 "There is only one perceived reality, the way each of us
chooses to perceive a communication, the value of a service, the value of a
particular product feature, the quality of a product."
Connecting with Senses
People have three basic methods of perceiving
the world around them:
different preferred ways of thinking and communicating their experiences
– some express themselves in pictures, others talk about how things sound to
them, and others speak about how things feel. If you want to connect with
your target customers, you have to
figure out which sense they
Most of your judgments result from decisional
shortcuts you use to generate solutions that are good enough most of the
scans your environment and selects what it deems may be important for you to
notice. When you perceive a situation that looks familiar to you, your
past experience causes you to see the event in terms of what you expect...
Young Women or Old Woman?
This example is often used by educators when
they talk about
Idea Evaluation: 4x2 Perceptual Positions
Smart & Fast
can help you gain new understanding through seeing things from different