Perception is a Key to Successful Marketing

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When I first visited Chicago with my parents, we did the obligatory visit to the Sears Tower (now known as the Willis Tower). Walking the blocks to the building and looking up – you begin to think about what a wonder of engineering it is. It’s 4.56 million gross square feet, 110 stories high, took 3 years to build, and used enough concrete to make an eight-lane, five-mile-long highway.

Then you get in the elevator and go up 103 floors to the Skydeck. At that point, 1453 feet above the ground, you forget about the building. Looking out at Chicago, Lake Michigan and the horizon blows you away. The perception totally changes from the base of the building to the top of it.

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