Perception is everything in business. You want people to be able to look at you and your brand, and feel a connection. When a customer feels they know you, what you stand for, and even who you are on a personal level, they will want to be loyal to you. It’s often times scary for us to put ourselves out there. As business owners we want to hide behind our business name. In the end, if you put yourself out there and create a proper perception of yourself, you will attract your ideal customers. When they feel that relationship with you, even though they’ve never met you, that’s when you are able to have pricing elasticity. By that I mean you don’t have to compete to the bottom of the price list. People buy your brand for you, and you can charge what you truly deserve to make. On this episode of Creative Warriors, we are joined by a perception expert - Brian Boxer Wachler. Brian S. Boxer Wachler, MD, or Dr. Brian as his patients affectionately call him, is considered America’s TV Eye Doctor having appeared on Today show, The Doctors, Good Morning America, CNN, Extra, as well as many local news channels across the country. Dr. Brian has authored three best-selling medical books, is a WebMD editor and has given 230 scientific talks. He was selected to give a distinguished TEDx talk. As a leading expert on human perception and vision, on October 17th Dr. Brian released his groundbreaking book, Perceptual Intelligence, that is the next wave in deepening our intelligence. Download this episode today to learn how perception can help your business and client base. BEN FRANKLIN WARRIOR    “Personality marketing gives you price elasticity.” -Brian Boxler Wachler My book, LINGO: Discover Your Ideal Customer's Secret Language and Make Your Business Irresistible is now available! Highlights - Perceptual intelligence is how we interpret our experiences to separate reality from fantasy. A person’s occupation doesn’t define who they are. Nobody can copy who you are, and that’s why you want to be who you are. Anyone can expand what they are specializing in. There is a fine line between perception and deception. The halo effect allows people to have influence outside of areas they are known for. A brand’s perception and reality need to match. Your personality will attract certain types of customers - those are the customers you want. Mindset can change your perception to be aligned with your goals. Guest Contact - Brian’s Website Brian's Twitter Brian’s Book Perceptual Intelligence: The Brain's Secret to Seeing Past Illusion, Misperception, and Self-Deception Mentions- 17hats  Resources - 12 Must-Have Mindsets for Uncommon Entrepreneurs! A FREE tool for Creative Warriors to help you get clear on the ways you need to think differently to get the results you want. We've been handed a whole bunch of malarky about who we are and how business works that simply doesn't work for us. It's time to set it straight! This tool will give you the insights you need to think your way to success as a Creative Warrior and keep you on track. Check out the Creative Warriors RESOURCE page! A collection of the best companies, hand-selected, to help you succeed! You'll find vendors, services, products, and programs to help you Create, Serve, and Be Prosperous! All these companies have been used and approved by Jeffrey and most are used every day in his business. Music by Jawn