Perception and Reality

There is a somewhat common phrase that “perception is reality.” In other words, what we think we will receive is what we end up receiving. However, this only holds true when you deliver on the perception.

The better way to phrase the saying would be that “reality is a delivered perception.”  Perception is defined by what a person “thinks” will happen.  Reality is what has, or is actually happening.

As a buyer, companies that order from a new supplier hope that the experience is pleasant; that the customer service will be improved (especially after a bad experience); or that the product is in some way better than a previous choice.  Or, in the case of a first-time buyer, that they’ve made the right choice from the beginning!

We are bombarded every day, both overtly and subtly, with a myriad of product advertisements, sales pitches and conversations.  However, once that product or service is in our hands, the reality is sometimes far different than the initial perception! 

Companies spend their dollars on advertising perception when maybe they should be focusing on the reality of their operations.  For example, many companies promise 24-hour shipping.  The perception is that the product will be on the way to the customer within one day.  The reality is whether or not it was shipped within that time frame. If the perception of that promise is delivered, then the promise of 24-hour shipping becomes the reality and expectation. 

When companies follow through on their advertised perceptions they satisfy their customers. To succeed is to eliminate the gap between what is promised (the perception) and what is delivered (the reality). When that promise is consistently upheld, it becomes reality.