Brand Perception · Shifting perception · Component
The horizon
How long it is expected to take, agreed before the work starts — because the organisation will lose patience before the market updates.
The deliverable
What it is
Two to three years is normal for a meaningful shift in an established perception. Nine months is when the work is usually cancelled for showing no results.
Agreeing the horizon in advance, with whoever could cancel it, is most of what makes the effort survive long enough to work.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The timeline
How long the shift is expected to take.
3 attributes: Expected · Belief age · Started
LearnThe checkpoints
What should be visible by when.
3 attributes: Checkpoint · Expected at this point · Measure type
LearnThe commitment
Who agreed to the horizon, and what would justify stopping early.
3 attributes: Agreed by · Stop condition · Committed
Learn
Agree the horizon with whoever could cancel the work, and name what would justify stopping. Otherwise month nine decides.
The other components in shifting perception
The target perception
The one belief being changed, and what it should become — one at a time, because changing several simultaneously changes none.
LearnThe disconfirming evidence
What people must encounter that contradicts the current belief — because beliefs are revised by evidence, not by assertions that they are wrong.
Learn