5. Sort feeling from fact.
I can’t look up someone’s feelings in a database to confirm their validity. If someone tells me, “I feel that ABM is not that good”, I won’t change their mind with an argument that begins with “You’re wrong!” Perceptions are factual. You have to deal with feelings when your business is all about perception. At ICMS we believe that perception is reality. We look for the drivers that cause people to feel as they do.
