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The person in the left column is the same person as the one in the right column. But we regard them very differently. The person in the left column is saying what he is.

The person in the right column is more ambitious. It's how he wants others to perceive him.

How you perceive yourself is how others will see you.

When Charles Saatchi started his ad agency it was regarded as a creative boutique. His brief for the company stationery was to make it look like a bank. ( About fifteen years later they tried to buy a bank.)

He also invested a third of his capital in a full-page advertisement in The Times.

The effect was to make his creative boutique appear an established company.

 


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