As communicators, we have two choices. We can either try to alter our audience’s perception in a direction that better suits our purposes, or we can strive to reinforce an existing perception. That may sound cynical but it’s merely a reflection of human nature. We do it all the time. After all, why else would we want to look and be our best on a first date or at a job interview?

Kemal Atatürk, the founder of modern Turkey, was a master of the art. Determined to create a progressive, secular state following the dismantling of the Ottoman Empire, he faced formidable obstacles. For example, tradition dictated that women should wear veils. This flew in the face of Atatürk’s vision for Turkey, but what could he do? He could try to impose a ban, but this would only antagonise the country’s religious community, possibly provoking unrest. Being a lateral thinker, Atatürk devised a much more elegant solution: he simply made it compulsory for prostitutes to veil themselves! That way, he ensured the popularity of the garment would plummet.

This is the first in a series of short articles on perception.