Perception as old as individuals. Adam and Eve. The snake depended on changing Eve's perception of God. He was withholding the fruit of all knowledge from her and Adam. The snake had to gain credibility to make the sale and to do that, he had to persuade Eve.
Perception is always incomplete because it is limited by our senses and our point of view.
This is why persuasion and credibility are essential. We cannot have complete knowledge. Perception collides with societal mores and standards which may judge one wrong even though what one is doing is right. This is where persuasion and credibility are key to remaining in existence as an economic organization. What Microsoft is learning and IBM learned long ago.