Rather than focusing on the traditional marketing methods, the pair invite readers to consider an alternative approach by focusing on how you are perceived.
And, it's not just in business that perception matters.
'Do you find yourself being passed over for career opportunities, which end up going to people who you know are not as competent as you are?" asks Franziska, 'All of these personal problems can be improved via influencing perception."
While Perception focuses on how small businesses potential customers think, and how they think about you as a person and, or a business, the content also applies heavily to your own life, examining how your own personal perception externally and internally can impact your life.
'If your perception of yourself is that you are not worth of success, well, you are probably not very likely to find yourself driving down that happy road anytime soon."
With hugely successful careers as entrepreneurs, marketers and business owners, one of the pair's greatest successes and a testament to their knowledge is Basic Bananas. A business which, from a small two-person affair has grown to a successful global business (receiving numerous awards for their entrepreneurship along the way). In addition, Franziska Iseli and Christo Hall have founded and managed a successful branding agency and social media agency, while also helping hundreds of small-business owners increase their sales and grow their businesses too.
Authors: Franziska Iseli and Christo Hall