If you want people to change their behaviour you have to work on perceived value. Perceived value comes long before real value. If perceived value is not there, however, the real value is useless as a persuader.

Governments and politicians need to be much more aware of the importance of perceived value. This is the last medal in my book ‘Six Value Medals’. There is the story of the man who lost $120,000,000 because he neglected to take perceived value into account when he tried to sell a cheaper IPOD.