Mr. Sutherland talks about the concept of perception. He goes into some great stories about how we, as consumers, perceive products and services, and how marketing will affect this. He gives a great story about Alexander the Great’s idea to make the potato a desired food using re-branding. He made the potato a scarce food by using guards to protect the emperor’s food.
He is not talking about lying to make your product or service more desirable. He explains that “all value is perceived value.” He asserts that a change in perceived value can be just as satisfying as what we consider “real” value.
How is your product or service perceived?