Perception Economics – How Businesses can Shape Customer Perception to Drive Success - An Interview with Shira Abel

What is perception economics?

Jakob Löwenbrand is joined by Shira Abel to dive into the fascinating concept of perception economics—the idea that how your business is perceived directly influences your revenue potential. Shira, who has worked with global enterprises like Siemens, Samsung, and Allianz, shares the thinking behind her signature model, the Perception Formula, and how it helps businesses better align their marketing and communication strategies with customer expectations.

The perception formula: a practitioner's framework

Shira breaks down her Perception Formula into four interrelated elements:

• Heuristics: Mental shortcuts like “you get what you pay for” or scarcity.
• Hormones: Emotional triggers such as dopamine, oxytocin, or cortisol that affect trust and engagement.
• History: The prior relationship and interactions between your brand and the customer.
• Heritage: Cultural background that informs how a customer processes communication and builds trust.

She explains how this formula provides a way to evaluate customer interactions across marketing, sales, and even internal teams—making it a versatile tool for building stronger relationships and smoother processes.

Practical applications in sales, CS, and marketing

Shira illustrates how businesses use the formula for:

• Account-based marketing: Deepening personalization by mapping cultural cues and communication preferences.
• Sales strategy: Adjusting messaging and deal structures for different buyer personas.
• Customer success alignment: Improving global team collaboration and building customer trust in post-sale relationships.
• Market positioning: Analyzing competitor messaging to identify gaps and refine value propositions.

For companies working in high-value B2B environments, applying this framework can lead to improved trust, messaging precision, and ultimately better conversion and retention.

Perception in modern B2B marketing

The conversation also expands into the broader trends Shira sees in Silicon Valley and beyond, especially the role of AI, video content, and SEO in shaping brand perception. She emphasizes the continued importance of strong human-centered content—especially in an age when large language models can replicate generic messaging.

To be effective today, she argues, marketers must stand out by developing a distinct voice, consistent thought leadership, and emotionally resonant messaging—all of which tie back to how perception influences decision-making.

Want to shape your brand’s perception?

If your team wants to go beyond standard brand messaging and into the science of perception, Shira’s framework offers a compelling, actionable approach. Brightvision’s ABM and content marketing services are well-suited for companies aiming to bring these strategies to life—especially in complex B2B buying journeys.