Perception is Negotiable

I use a couple marketing axioms regularly that I want to share.  They are also some of the most important lessons I've learned in my life

Perception is reality

Reality is negotiable

I got the first from my marketing professor in college, Ken Germann.  The second is out of The 4-Hour Work Week by Tim Ferriss.  Using the transitive property, I propose my own Theorem:

Perception is negotiable

I'm still testing this, but so far it has held up.  If anyone can or wants to disprove it please let me know.