19 July
Changes in Perception
If general perception changes from seeing the glass as “half-full” to seeing the glass as “half-empty,” there are major innovative opportunities.
In mathematics there is no difference between “the glass is half full” and “the glass is half empty.” But the meanings of these two statements are totally different, and so are their consequences. If general perception changes from seeing the glass as “half full” to seeing it as “half empty,” there are major innovative opportunities.
Unexpected success or unexpected failure is often an indication of change in perception and meaning for the consumer. When a change in perception takes place, the facts do not change. Their meaning does.For example, American health hypochondria represents a change in American values, such as worship of youth, more than a reaction to the health statistics. Forty years ago even minor improvements in the nation’s health were seen as major steps forward. Now dramatic improvements are barely paid attention to. This change in perception has created a vast market for new health-care magazines, alternative sources of medicine, physical fitness centers, and other “wellness” goods and services.
7月19日
认知的变化
如果人们普遍从把杯子看作“半满”，转变为把它看作“半空”，就会出现重大的创新机会。
从数学上看，“杯子是半满的”和“杯子是半空的”没有任何区别。但这两句话的含义完全不同，由此产生的后果也完全不同。如果社会普遍认知从“半满”转变为“半空”，就会产生重大的创新机会。
意外成功或意外失败，往往表明消费者的认知和赋予事物的意义发生了变化。认知变化发生时，事实本身并没有改变，改变的是人们对事实的理解。例如，美国人对健康的过度忧虑，与其说是对健康统计数据的反应，不如说反映了美国价值观的变化，例如对青春的崇拜。四十年前，哪怕国民健康状况只取得一点小改善，也会被视为重大进步。而如今，即使健康状况得到显著改善，也很少有人关注。这种认知变化，创造了一个巨大的市场，包括新的健康杂志、替代医学、健身中心，以及其他各种“健康生活”产品和服务。
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