Did your mama ever tell you to dress how you want to be addressed as a kid? It might have been irritating then, but it turns out that she was on to something.

It’s not enough to provide value through our products and content, but we have to make sure that people actually see that value. If our target audience doesn’t see what we do as useful, we lose the opportunity to make an impact.

At the end of the day, perception is power.

This Game Changer takes inspiration from the world of cycling to show how we can use packaging to influence perception.