Strategic Dissociation: Decoupling Perception from Performance Metrics

Augustus maintains this expression for all investor meetings. He calls it 'resting exit face.'

Augustus' approach to perception management centers on a simple principle: Reality is a lagging indicator. Perception is a leading indicator. To lead, one must dissociate from reality.

The Metric is the Message

If the numbers don't look good, change the numbers. When the product doesn't work, change the definition of "working." Strategic Dissociation allows you to look at a burning building and see a "rapid thermal restructuring event."

The "Visionary" Stare

Practice looking through people, not at them. Focus on a point three feet behind their head. This suggests you are seeing a future they cannot comprehend. It also helps you ignore the fact that they are asking for a raise