Truth is perception.
Presently, there are several ongoing debates in the United States. One of them involves the current Administration’s attempt to reform the Health Insurance industry. Opponents claim that such a reform would trespass on the American Constitution and facilitate a socialist-style government takeover which would threaten individual liberties and the American way of life. Proponents argue that there is nothing in the proposed bill (H.R. 3200) that substantiates the claims. Proponents of a public option insurance plan for those Americans who cannot presently afford private health insurance explain that it is just an option – that there is no takeover and anyone who would like to continue carrying their private insurance can do so. For every issue that opponents claim as justification for their opposition, proponents respond with evidence to the contrary. Of course, even when facts are presented, the two sides remain at odds and no solidarity or agreement is reached. In this sense, truth is perception.
Each side defines truth either by facts or by convictions.
Another debate centers on President Obama’s planned address to schoolchildren. Many critics of this address state that it is unprecedented for an American President to address schoolchildren. They fear that the President is taking advantage of vulnerable minds and that such an address is even dangerous. When supporters of such an address cite that, in fact, it isn’t unprecedented – that In 1991, President George H.W. Bush addressed schoolchildren in America and urged them to study hard, avoid drugs and turn in troublemakers – that in 1988, President Reagan’s Q&A with students was broadcast live and rebroadcast by C-Span, and the Instructional Television Network to schools nationwide on three different days – and that such an event (even if it was unprecedented) is a positive experience for schoolchildren – opponents dig deeper and cling tighter to their views.
Again, truth is defined by both sides, using facts and convictions.
The truth about the origin Earth and mankind is also debated regularly. The scientific community has discovered evidence (using radioactive dating of meteoric rocks) that the origin of the earth dates back 4.5 Billion years ago. The oldest discovered remains of man date back to Homo Habilis, from 2.4 million years ago. Homo Habilis was referred to as “Handy Man” by Louis Leaky because of their association with stone tools. But there are some people who believe that the earth formed and mankind first walked on it only 6,000 years ago. They refute the scientific evidence (and the scientific method in general.) “Young Earth creationism (YEC) is the religious belief that the Heavens, Earth and life on Earth were created by direct acts of God during a short period, sometime between 6,000 and 10,000 years ago. Its adherents are those Christians and Jews who believe that God created the Earth in six 24-hour dyas, taking the Hebrew text of Genesis as a literal account. [read more]”
Once again, truth is defined individually by both fact and conviction.
Our history is written by the storytellers of our time. Of course, each individuals own account of history might differ from the accounts which are documented. Thus, the definition of truth varies from person to person based on the individuals perception of events or acceptance of available evidence. Even scientific facts are disputed for the sake of religious or spiritual conviction.
For marketers, it is important to understand that truth is perception. You can develop the most intuitive, feature rich and compatible product or service on the market; but if a customer finds it difficult to use, the facts that you use to backup your claims of it being best of breed are meaningless. That customer’s truth (or perception) will find it’s way to a complaint board and damage your brand. That is, unless you accept the truth (or perception) of each individual customer and learn to listen to their truth without bias.
