Perception: The Most Underused Lever in Marketing
Last week I went to visit a close friend and stay with his family, we got chatting about AI in marketing. When discussing the topic of “Can AI take my job,” one thing became apparent. It doesn’t actually matter if AI can do it, what matters is do people “think” it can do it.
If you ask businesses what they’re competing on, the answers are predictable:
- “We’re faster.”
- “We’re cheaper.”
- “We’re better.”
But here’s the truth: you’re not competing on any of those things. You’re competing on perception.
Why perception matters more than performance
Rory Sutherland once said, “The opposite of a good idea can also be a good idea.” His point? In marketing, reality is less important than how reality is perceived.
Think about it:
- A wine tastes better when poured from a heavier bottle.
- A queue outside a restaurant makes food seem more desirable.
- An “exclusive” label makes a product feel more valuable, even if nothing has changed.
Perception changes behaviour, and behaviour drives revenue.
The psychology behind it
Daniel Kahneman’s research in Thinking, Fast and Slow shows that most decisions happen subconsciously (System 1). Our perceptions are shaped by stories, signals, and shortcuts, not by spreadsheets of facts.
Richard Shotton builds on this, pointing out that value is relative. We don’t decide if £3 is expensive in isolation, we compare it to the £6 option sitting next to it.
Robert Cialdini highlights the role of cues like scarcity, authority, and social proof in shaping perception. If everyone else believes something has value, we’re more likely to believe it too.
Why marketers should care
Too many businesses focus only on features and forget that perception is what unlocks preference. You might have the most advanced solution in your category, but if the story around isn’t clear, compelling, and credible, your audience will overlook you.
As Seth Godin says, “People don’t buy goods and services. They buy relations, stories, and magic.”
The real question to ask
Stop asking: “Is our product the best?” Start asking: “Does it feel best to buy from us?”
Perception is the lens through which every customer experiences your brand. And in a crowded market, perception isn’t a “soft” metric. It’s the sharpest tool you have.