Facts are stubborn things. But being stubborn is simply not enough.

A fact has never motivated an act of purchase,

inspired an individual to be engaged with a cause,

brought employees together,

or rallied people around a project.

The reality of facts is only the truth in black and white – which is influenced and "colored" by our subjectivity.

Only the meaning and importance that we give to reality can incite us to act.

Therefore, far from being a futile reaction, perception has super powers. It is superception.