A Perfect Track Record

The Persona Principle is the only Image-Marketing formula that exploits this fundamental truth. The Persona Principle is a proven science. We have executed Persona Plans for all company sizes, from start-up to IBM. Persona has a perfect track record in building successful ventures on image alone. It recognizes that relying on basic truth is not enough.

This is not an exaggeration. This is not hype. The idea that image is more important than substance has been recognized since mankind became civilized. Even tribal societies wore trophies of their hunting conquests to show their prowess to other members of society. It is not enough to be the greatest hunter in the village. The entire village must know it.

In 1819, Washington Irving wrote, "In civilized life, where the happiness, and indeed almost the existence, of man depends so much on the opinion of his fellow man, he is constantly acting a studied part." The Persona Principle takes this concept to the ultimate conclusion. We have turned an intuitive art into a mathematical science. This science does not depend on trends or changing morals. It is based on two unchanging human truths:

• Image has more value than reality.
  
  
• To last, image must be built only on truths.