You see a small boy in the water. His hands are in the air and his mouth is wide open as he shouts. You think he is screaming for help. Your business colleague thinks he is shouting for joy.

Everyone has their own individual perception of a situation or another person. This perception is created by what you see, hear, smell, feel, taste, think and understand. It is the process of using the senses to acquire information about the surrounding environment, including people. Scientifically, perception is defined as “the neurological processes involved in acquiring and mentally interpreting information from the senses”.

What is perception?

In simple terms, perception encompasses all of the following:

Why are perceptions important to your business?

We all know the common saying that “perception is reality”. Whatever the actual truth is, how people perceive your business, including your brands, products, service and employees, will directly influence their inclination to do business with you.

Managing perception is key

In order to successfully run any size business, you need to manage the perceptions of a diverse group of people …

Learning to understanding stakeholder perceptions


Adrian Fuller

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