About Perceptio
Perceptio is a concept essay project for people who build brands, careers, and art. Perceptio: from the Latin, to seize meaning.
Every essay here tries to leave you holding a concept with a name, precise enough to carry into your next meeting and apply to the thing you are building. Recent ones include sensorial identity, the habitable brand, and sequence as brand architecture.
Some essays are about companies, some are about careers, some are about culture. All of them are about the same underlying question: how things are actually seen, as opposed to how they present themselves.
The premise of the project is simple. The algorithm flattened everything into content, and content taught us to skim. What became scarce is not information. It is perception: the ability to read what a brand, a scene, or a piece of culture is doing underneath what it says. Perceptio is about learning to see again.
Who writes this
I’m Kima Sargsyan. I’m a strategist and narrative consultant. I source and create stories, and I have spent fifteen years doing it professionally, across luxury hospitality, consulting, and brand strategy for companies like Google, Android, Nespresso, Behr, SharkNinja, Fairmont, Sofitel and more. I’m originally from Armenia, live in Toronto, work with US-based and global companies and read across four languages, which is probably why the essays refuse to stay in one lane.
Narrative building, the consulting side of what I do, means helping founders understand how people see their company and brand, and then shaping that perception deliberately. The essays are where I work those ideas out in public. If a concept here feels like it was written about your company, it probably applies to more companies than you think. That is what makes it a concept.
Where to start
Your Customer Is Three People, on the selves your funnel was never designed for.
Personal branding taught you to be seen. It never taught you to be felt, on what comes after recognition.
Working with me
I take on a small number of narrative consulting engagements with founders and leadership teams. The work usually takes one of three shapes.
Narrative diagnosis. How your company is actually seen, by customers, by the market, by the people you are trying to hire, measured against how you intend to be seen. I map the gap, name what is producing it, and show you which parts of it are costing you money, talent, or momentum.
The story itself. The core narrative only your company can credibly tell. I source it from what already exists in your customers, your market, and your own history, then write it and name it so your whole team can carry it into every room without you present. Positioning, founder story, category story.
Narrative architecture. How the story unfolds over time. Launches built as sequences rather than moments, content built as an arc rather than a calendar, brand experiences designed so meaning accumulates instead of evaporating. The essays here are this practice applied to my own publication.
Where else to connect?
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