There’s a story about an American sport shoe company who decades ago sought to expand their international presence. They were about to increase production for one of their prototypes and dreamt of becoming a world leading brand. The CEO was particularly interested in cracking the African market, so he sent one of their representatives across the Atlantic, who commenced research to better understand consumer demand.

After a few weeks, the representative noticed an obvious pattern. Everywhere he looked, men were running around and playing sports, but none of them wore shoes; it’s as if they didn’t need them. A few weeks later, the CEO reaches out and asks, “So, what have you got for me?” His employee reluctantly announces, “No one wears runners here. Demand appears to be non-existent. Cease all further production, immediately.”

That same year, another American shoe manufacturer was also ready to expand. They too had their sights on the African market and needed to ascertain whether it would be financially viable before proceeding with a massive increase in production. They sent their representative to gather information and instructed them to provide an update. Just as before, this employee witnessed the same thing. No one was wearing sports shoes. Wherever he visited, everyone was running barefoot. The operative had enough evidence to report back. When his CEO asked, “What have you got for me?” He responded with, “No one wears runners here. Demand appears to be exponential. Fire up production immediately!”

That company went on to dominate the industry and cemented themselves as brand leaders.

Perception is the master key that will unlock the door to your greatest life or keep you chained to the fallacies that make up your reality. Every time you interpret a scenario, you’re influenced by your memories and emotions, the social environment, and reliance on mental shortcuts called heuristics. How we distinguish situations is also shaped by the language we use and specifically, the words we choose. For example, how often do we say things like “I have to pick up the kids” versus “I get to pick up the kids”. When we have to do something, immediately there’s a connotation of obligation, but when we get to do something, a tone of positive anticipation arises. When we don’t get our way, we tend to think, “Why didn’t it work out?” instead of “What can I do now?” Every time we tell ourselves, “I need more (time, money, good health)” instead of “I would love more (time, money, and good health)”, we’re embedding an attitude that focuses on lacking, which hinders our ability to view setbacks as what they really are – opportunity. An opportunity to create a reality that aligns with the best version of you.

Often, we look back on life’s conundrums and see they weren’t as catastrophic as we first believed them to be. A prominent TV producer once told Oprah Winfrey that he thought Oprah was “unfit for television.” A newspaper editor once told Walt Disney that Walt wasn’t creative enough. Micheal Jordan was cut from his high school basketball team before going on to be one of the greatest basketball players of all time. There are countless reminders of how perception is key to making life-enriching decisions, which ultimately contribute to tremendous success.

You see, perception is like a glass panel between you and the world. Over time the glass is bound to get dirty. A little smudge here, another mark there. If you don’t take the time to clean the glass, before you know it, the residue grows dark and dirty, resembling more of a brick wall. Practise being mindful of how you frame an experience and get really good at noticing the words you select to describe a situation. “This is hard” or “This has been hard up until now.” “I will” or “I am.” “I can’t” or “I choose”.

It’s in these instances, when you catch yourself, you start rewiring your brain’s chemistry and refine your psychological power. These are the sliding door moments that lead you to greatness. Where others see absence, you see potential. Where they see failure, you see growth. But most importantly, you realise that you not only hold the key, you are also the locksmith. No matter the market, you’re always in demand, and life wants you to be successful in every way that’s meaningful to you. So, whether it’s a business idea, a dream to enhance your wellbeing, or your desire for true love, wipe that glass clean.

Annia Baron is a Clinical Psychologist & Mindset Coach. Want to learn more about mindset tools to create a life you desire and deserve? Get in touch on Instagram @anniabaron or visit www.remindyourself.com