alexander

Leadership Process Four: Directing Symbols 125
However, there is a more important lesson to conclude.
Perception is or becomes reality. It is in our power to leverage
perception through the use of shrewd public relations,
advertising, and report writing. For example, in what is one
of the most honest advertisements ever placed, General Motors
admitted in full-page ads that its cars had been the best
thirty years ago, that they were terrible for decades, but that
they have dramatically improved in quality and are now on
a par with the world’s best. Perhaps this is an exaggeration,
but it is nonetheless a very powerful assertion that will
doubtless have an effect on perception (sales will follow)
exactly because of its honesty.
Sometimes reality isn’t good enough. We may embellish
our accomplishments, be it a résumé, our performance appraisal,
our annual report, or our earnings. It is wrong to
do so, and embellishment is not the lesson to take away.
The lesson from Alexander is not to lie; but if there is a
symbolic opportunity, take it. I am trying to show how
symbolism can influence perceptions. In other words, you
need to identify what symbolic act will gain buy-in from
your followers. Find a way to complete that act, even if it is
not exactly as prescribed. People will appreciate the symbolism
and the effort. They will want to believe. For example,
organizations that seek to win awards are using symbols to
amplify the public’s perception of their accomplishments;
other organizations tirelessly execute in quiet obscurity—
same performance, very different perception.