Do you see what I see? January 20, 2009Posted by David Gillespie in marketing, philosophy.
As I walked through snow to Union Station yesterday, counting the number of beaches I used to live near that I’m not currently spending time on, it occurred to me that marketing is so often just a matter of perspective. We say and do things in order to alter someone else’s perspective. To manipulate, maybe, but there’s a point of view people attempt to get across; the more successfully you alter someone’s perspective, the more compelling your message is going to be.
My friend Michael has a fun twist on this, he calls it CVS2BVS – Current View of the Situation to a Better View of the Situation. CVSBVS (everybody now…), CVS2BVS. Once you move to from the current view of the situation to the better view of the situation, the improved position becomes the current one, and you’re free to figure out what the even better vantage point to be in is.
Oliver Wendell Holmes once wrote “Man’s mind, once stretched by a new idea, never regains its original dimensions. Once he has achieved the BVS, he can never go back to the previous CVS. Once perspective is altered, it is permanent.
I was thinking about all of this as I walked through the snow, aware of how warm I actually found it. And I smiled as I realised that less than a month ago I could not conceive of hearing it was -5 degrees, and be glad it had actually warmed up.
It is, after all, simply a matter of perspective.