Did you know that many thinking errors stem not from faulty logic but from faulty perception? We can reason impeccably and still reach the wrong decision because we start with an incomplete picture.
Edward de Bono, who popularised lateral thinking, emphasised precisely this. Before forcing the logic, broaden the view. The mind selects, simplifies and interprets so quickly that we often do not notice.
When the starting point is partial perception, logic accelerates us in the wrong direction.
Why mistakes arise from perception
Perception is the filter through which we read the world. It decides what we notice, ignore and understand. If that filter is narrow, even the best analysis rests on fragile foundations.
Three mental shortcuts that narrow our view
De Bono describes recurring mental tendencies. We often:
- see only part of the situation, focusing on what confirms our initial idea.
- jump to conclusions, filling gaps with assumptions.
- follow emotional interpretations, mistaking a feeling for a fact.
Emotions, biases and Kahneman's two systems
Emotion plays a huge role in perception. Daniel Kahneman describes two modes of thought: one fast, intuitive and automatic; the other slower and analytical. The problem is that the first often decides what is true before the second begins reasoning.
Note. In Kahneman's model, System 1 is fast and intuitive; System 2 is slow and deliberate. When tired, stressed or emotionally involved, we tend to give System 1 more space.
Marketing: reality is what is perceived
Marketing is human-centred and therefore lives through perceptions. A practical rule applies: there is no single reality for everyone, but the reality people perceive through their experiences, expectations and context.
Communication works here. It does not create magic, but directs attention and shapes meaning. With the same product, everything changes if its benefit is understood, its evidence credible and the associated emotion consistent with brand values.
Perception and marketing positioning
Positioning is essentially the place a brand occupies in people's minds: a perceptual construction arising from promises, experiences, visual signals, tone of voice, price, reviews, word of mouth and comparison with alternatives.
To work on positioning, ask which associations you want to activate and which you actually activate. The distance between them is marketing's playing field.
A simple way to measure perception. Choose 5 customers or prospects and ask three things: what problem they think you solve, why they should trust you and whom they compare you with. Their answers reveal more than any internal hypothesis.
How to broaden perception before deciding
De Bono suggests avoiding rigid logic for important decisions. Instead, broaden perception by viewing the problem from several angles, including structured approaches. Some practical tools:
- change the frame: from "how do I persuade?" to "what must be true for someone to choose?".
- separate facts, interpretations and emotions into three written columns.
- look for the alternative: what is the second most plausible explanation?
- use a role-based method, such as Six Thinking Hats, to explore different perspectives without arguing.
Quick checklist for communication and branding.
- What main benefit do I want people to perceive?
- What evidence makes it credible: data, demonstrations, case studies or reviews?
- What emotion do I want associated with it: security, control, status or belonging?
- What is the most likely objection, and how do I anticipate it?
- What horn does the audience see first that might obscure everything else?
The horn in front of our eyes
Once perception takes a direction, it becomes difficult to unsee it. That is why the final question is useful both in personal decisions and in marketing.
What is the horn in front of our eyes? The ones on our heads do not count.