Commercial Integrator September 2021 - 14

AV BRAINS & BRAWN
Exploring Change and Understanding
the Experience
In our industry we must change the way many of us present our solutions, because our customers have
themselves changed. by Alan C. Brawn
THE IDEA OF CHANGE and the need
to adjust to it is nothing new. The quote
originated with the ancient Greek philosopher
Heraclitus who said that " the
only constant in life is change. " Benjamin
Franklin put a much finer point on it when
he noted that " When you are finished
changing, you are finished. " This does
not portend well for those mired in an
unchanging paradigm.
In commercial AV we are evolving and
changing from a " simpler state to one
that is more complex " and (although
some might disagree) better. Our change
requires a paradigm shift in our thinking
(technology) and approach (sales) and is
centered on the concept of providing the
" experience. " Experience is an easy word
to say, but not so easy to understand and
accomplish. Allow me to explain.
In 2005 the International Communications
Industries Association (ICIA) became
InfoComm International. Then again in
2017 it changed the name of the association
(but not the show) and became the
Audiovisual and Integrated Experience Association
(AVIXA) " to reflect a more diverse
membership and creative outcomes. "
Dave Labuskes the Executive Director
and CEO of the newly named AVIXA said
at the time, " As of today, we're something
more. This is a name that marries the tradition
of what we do with what we create. It's
who we've been, who we are and who we
hope to be. "
Naysayers and those stuck in the rut of
where they have been rather than where
they are going will disagree. The fact is
that we are something more than we were
before. We know where we are, but the big
focus needs to be on where we need to go.
Clients no longer respond to conventional
and traditional sales techniques, and they
are no longer as impressed as they once
were with what I call " Ooh! Shiny! "
Whether they say it this way or not, they
14
Commercial Integrator SEPTEMBER 2021
are seeking and demanding something
more. We can call it " added value " or
whatever you prefer... but it boils down to
that (sometimes-elusive) emotion we call
an experience.
Experience is the process through which
people perceive the world around them.
We have all heard the phrase that perception
is reality. It would be more accurate
to say that a person's perception is their
reality. Experiences can be an active awareness
on the part of the person having the
experience, but they often go deeper and
are more cerebral than a basic reaction.
For our purposes, experience consists of
observation, sensation, and perception.
There is an observation and immediate
sensory experience, and it may stop there
but if we do our jobs right as AV professionals,
we plant the seeds of personal reflection
helping elevate the first sensory experience
to something more profound. The focus
needs to be guiding their perception.
Perception comes from your sensory
receptors constantly collecting information.
It involves signals that go through the
nervous system, which in turn result from
physical or chemical stimulation of the sensory
system. For example, vision involves
light striking the retina of the eye; smell is
mediated by odor molecules; and hearing
involves pressure waves.
A noted psychologist specializing in
the science of perception pointed out
that " Perception refers to the way sensory
information is organized, interpreted,
and consciously experienced. Perception
involves both bottom-up and top-down
processing. Bottom-up processing refers
to the fact that perceptions are built from
sensory input. On the other hand, how we
interpret those sensations is influenced by
our available knowledge, our experiences,
and our thoughts. This is called top-down
The fact is that we are something more than we were before. We know where we
are, but the big focus needs to be on where we need to go.
commercialintegrator.com
OLIVIER LE MOAL/STOCK.ADOBE.COM
http://www.commercialintegrator.com

Commercial Integrator September 2021

Table of Contents for the Digital Edition of Commercial Integrator September 2021

Commercial Integrator September 2021 - Cover1
Commercial Integrator September 2021 - Cover2
Commercial Integrator September 2021 - 1
Commercial Integrator September 2021 - 2
Commercial Integrator September 2021 - 3
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Commercial Integrator September 2021 - Cover3
Commercial Integrator September 2021 - Cover4
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