Basics of Marketing: First Law of Marketing
Here's the first law of marketing, at least in my book:
Perception is reality.
It doesn't matter what you think should be ... or hope for ... or wish that customers believed. It does not even matter what you know that you know.
What matters most--the only thing, really--is what prospective customers perceive about your company, its people and its product/service offering.
That is the first law of marketing!