In the 1980’s a political consultant coined the phrase “perception is reality,” and over the past 30 years that phrase has become widely used and accepted in both business and social settings to help explain or justify behavior. But in fact, perceptions we can’t verify through data provide a very weak foundation on which to make business and personal decisions.
Our perceptions do shape our individual impression of “reality,” but things aren’t always as they seem. Most of us know from personal experience that when someone says, “(Fill in a number) people can’t be wrong!” that there is a chance all those people just might be. We need to look at the data.
Assuming perceptions are the same as a company’s reality is high risk business behavior. Instead, cultivating skepticism is much more productive for developing a business. Combining creative thinking with the effective use of data to test perceptions and make informed decisions is the way to move your business forward.
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