Written by: Vickie Sullivan  |  July 14, 2026

What Going to a Play Taught Me About the Power of Context

A recent night out taught me an important lesson about how context influences the market’s perception of us.

It all started when a friend and I went to see a play. We had mixed opinions about the show. The actors and set design were great, but the script felt dated and not relevant to our times. While discussing why the dialogue didn’t land right, I said, “Ya know, we would’ve liked the writing better if the program had noted the play was set in the past.”

Bingo. I evaluated the writing based on the program description. If it had explained that the play was set in a different time period, I would have perceived the writing completely differently. The context set the standard for my expectations.

We use context all the time to shape market perception, brand our ideas, and set up agreement for our recommendations. The next level is to be brutally honest and ask yourself: What expectations do I set up? And do those expectations set you up to be the frontrunner in your field?

Context in our content marketing, sales conversations, and marketing tactics does far more than create a foundation for understanding. It gives buyers a point of reference for evaluating us. It creates expectations. Our context shapes market perception long before buyers decide whether we’re the right fit. It creates expectations.

Now Read This:

• Want to Comment on Something? Change the Context
• Brand and Message Strategy for Thought Leaders

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