Tag Archives: perception

Well, I Never Said That…

We buy, and we sell, results. Sure, sometimes there is neat and shiny stuff wrapped around those results, but usually there is a byproduct beyond the thing itself that we’re after when we decide to make a purchase. When you buy a Ferrari, you buy the notion that you can drive a 12-second quarter mile. You […]

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Your Identity on Paper: How the World Perceives Your Business Through Your Printed Materials

I had a pop-up book about astronauts¹ when I was a kid, and when I opened it, the lunar module came to life on the page and in my mind. I could clearly imagine descending the tiny ladder, jumping from the bottom wrung, and landing with both feet on the surface of the moon (I’m […]

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