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Good times ahead.



Persuasion is a tricky thing. What we see Trumps what we hear trumps what we think.

The reverse is true about how we explain ourselves. What we think comes before what we say comes before how we present ourselves. Two sides of the same coin. You might be thinking right now, "that's not entirely true Pete, I think..."

Pause. Think about what's about to happen as you explain yourself. We think, we say, we present because we saw, we heard, then we thought. In a sense it's just a bit of science, light travels faster than sound and sound travels faster than comprehension.

You might also have be thinking all along, "there's a typo in your first sentence." That's not a typo.

Optics are powerful.

As you go back and look at that typo your imagination and associations flair up deep and wide regardless of if they are positive or negative.

We live in a world where optics rule and where we are encouraged to fill in the blanks of the images being pushed on us: Instagram, TickTok, VSCO, Tinder and to a certain extend Twitter where just 'seeing' the tweet is strangely as powerful as thinking about what it means sometimes.

In managing brands, or even our own personal brand, optics are the output of what we think about what we are hearing. Our job is to sit on the other side as often as possible and attempt to see it in the mirror.

Paragraph breaks are a form of optic that change the way you hear me thinking.

Made you look. :-)


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