Transformando Percepciones | Alvaro Gordoa | TEDxITESMCSF

Summary

In this thought-provoking speech, Álvaro Gordoa delves into the power of public image and perception, explaining how image shapes reputations and influences decisions. He discusses the concept of 'manipulation' not as deception but as a tool for constructing and transforming reality. Through examples from politics, entertainment, and personal branding, Gordoa emphasizes the importance of coherence between appearance and essence, suggesting that reputation is built through consistent public perception. The speech concludes by encouraging the use of image as a constructive tool for positive change, ultimately shaping how individuals, institutions, and even countries are perceived.

Takeaways

• 😀 Image is perception: Public image is not just about appearance but how others perceive you based on their experiences.
• 😀 Public image is not owned, but we are responsible for it: We don't control our image directly, but we influence how others perceive us.
• 😀 Consistency is key: For a strong public image, one's essence, objectives, and audience needs must align.
• 😀 Perception shapes reality: What others perceive about us becomes their reality and influences their actions towards us.
• 😀 Public image is more than looks: It's about the combination of verbal and non-verbal stimuli that shape how others view us.
• 😀 Reputation is built over time: A sustained public image leads to reputation, which is a valuable asset for individuals or institutions.
• 😀 The power of manipulation: Public image can be intentionally shaped (or 'manipulated') for positive construction, not deception.
• 😀 People can change their perception of someone: A positive or negative image can be created through actions that influence others' perception.
• 😀 Coherence is vital: An image must be consistent with a person’s true nature and goals to avoid contradictions and loss of trust.
• 😀 Image shapes behavior: People act according to how they perceive others; this affects everything from trust to purchasing decisions.
• 😀 Positive manipulation leads to evolution: Just as a sculptor shapes a rough stone into a masterpiece, public image can be shaped to build something better.

Q & A

What does Álvaro Gordoa mean by saying 'we are responsible for our image'?

Álvaro Gordoa explains that while we do not control how our image is perceived, we are responsible for the stimuli that we present to others, including verbal and non-verbal communication, which shape others' perceptions of us.

What is the main idea behind the metaphor 'if it looks like a chicken, acts like a chicken, it's a chicken'?

The metaphor suggests that appearances and actions define what something truly is, regardless of how it is marketed. If something presents itself in a certain way, it will be perceived as that thing, no matter what it claims to be.

How does Álvaro Gordoa define 'image' in the context of the presentation?

Álvaro Gordoa defines 'image' as 'perception'—the way something or someone is perceived in the mind of others, based on their experiences, which then shapes their reality.

Why does Álvaro Gordoa emphasize the concept of coherence in image?

Coherence is emphasized because for an image to be effective, it must align with the essence, objectives, and needs of the audience. A consistent and truthful representation builds credibility and trust, while inconsistency leads to distrust.

What does Álvaro Gordoa mean by 'image is perception'?

Gordoa states that 'image is perception' to highlight that the way people perceive someone or something becomes their reality. It is not the intrinsic qualities of the person or object but the perception created in others' minds that defines their image.

What role does image play in politics, according to the script?

In politics, image is crucial because it influences how the public perceives political figures and their suitability for leadership. A politician's image can shape their chances of gaining votes, with consistency and credibility being key to establishing a strong political presence.

How does the image of Alejandra Guzmán illustrate the importance of image in the entertainment industry?

Alejandra Guzmán's image as a rebellious and bold artist is central to her success. Her public persona aligns with her musical style, helping her maintain a strong fan base. The example shows that image, when consistent with the brand, can enhance an artist's career.

What is the difference between image and reputation, as described in the presentation?

Image is how people perceive you in the moment, while reputation is the accumulated perception over time. A strong image can evolve into a solid reputation if it is maintained consistently.

Why does Álvaro Gordoa consider himself a 'manipulator' rather than a consultant?

Gordoa refers to himself as a 'manipulator' to stress the power of shaping perceptions. Unlike a typical image consultant, his role involves influencing what others believe about a person or entity, guiding their actions and decisions based on those perceptions.

What is the significance of 'perception shared by many' in the context of image public relations?

The concept of 'perception shared by many' is important in image public relations because when many people share the same perception, it leads to collective actions, such as voting for a politician, buying a product, or supporting a cause. This collective response is what gives power to public image.