In how you answer this question can make all the difference in the world with how effective your messaging strategy will be in seeking to reach a critical mass tipping point.
For starters, lets review the foundational meaning of the term Frozen Perception:
”Frozen Perceptions” is a term of art that describes ingrained perceptual biases, which close a personʼs mind from “hearing” the beneﬁts of a product, service or other proposition. – Joel Tucciarone
I recently blogged on this concept and how it has literally shifted everything for me. You can read that blog, here.
With that said, let me ask the question again?
Do you play the frozen perceptions or play into them?
What I contend is that too often, we play into the frozen perceptions rather than play them. In this, there is a huge difference from a posture standpoint.
In a world so wired up and connected, it is extremely easy to get sucked into the seemingly never-ending echo-chamber within our own communities all the while we think somehow, we are making in-roads with reaching a far reaching community.
So often, we end up simply speaking to the choir and not the prospect all the while widening the gap between your cause those you need to reach critical mass and perhaps a tipping point into mainstream psyche.
In this, in how you begin articulating your message and how you will broadcast it, have you ever stopped and asked what the frozen perceptions are of both you and your message?
With this, I would like to submit that if we fail to do this, we will too often find ourselves in our actions and methods of broadcasting playing into the frozen perceptions others have of us. Therefore, unknowingly, we render ourselves and message virtually dead on arrival except for the the constant drone of the echo chamber.
In politics, as I stated in my recent blog on frozen perceptions, the idea is to seek to define your opponent, before they can define themselves. In this, opponents are virtually seeking to set up frozen perceptions in the minds of potential voters of their opponent. Often times, these frozen perceptions are filled with half-truths, false statements, and complete rhetoric. (please note * frozen perceptions are not always negative.)
With your cause or message, have you ever stopped and asked what are the ingrained perceptual biases, which close a personʼs mind from “hearing” the beneﬁts of your product, service or proposition?
Have you ever wondered perhaps why you were not getting the traction you had hoped for? Perhaps in this, you have been simply playing into the frozen perceptions people of of you, your cause, or message rather than playing them.
What I would propose is that you identify these frozen perceptions and in your messaging strategy, begin to play them by subtly addressing them and replacing them with the perceptions you would hope to project for your cause or message.
It’s funny, I think often times that frozen perceptions can simply be misunderstandings between peoples and groups based on lack of clarity, discussion, or even divide.
To either play the frozen perception or play into them is a posture that one needs to make their own.
A recent observation I have made within this set of lenses has to do in regards to the current #occupywallstreet protests. In this, I cannot tell you how many people I have spoken to that see the people in these protests and immediately categorize them based on method, appearance, and lack of clarity of message even though many of them do share the same concerns.
What would happen if those who were protesting actually decided to play the frozen perceptions rather than play into them? In this, could it increase their voice and message to reach critical mass, no longer fringe, and lead to a sustainable tipping point?
Movements like this are always difficult in a world of instant media that can also be very good at playing gotcha. In this, one must be prepared to play and not play into.
What that looks like, we can get into in another blog post with regards to strategies to architect a mass movement in a digital world.
But for now, I simply want to challenge you to look at your messaging strategy for your cause through a different lens. The lens of the frozen perception.
In this, have you been playing it or playing into it?