It was February 4th of 1999. 12:40 a.m. A young man – an immigrant from Guinea – stepped out of his apartment onto the stoop, in the Bronx. He was a student, studying at night, and selling various items during the day in Manhattan to make a living. Tired at the end of a long day, he stood outside and got some fresh air.

As he stood there in front of his building, a car drove slowly down the street. He stepped back into the shadows. This wasn’t a safe part of town. You had to be careful – as he was of this suspicious car. The driver appeared to be looking for someone… or something… as it crept down the street. Suddenly the car came to an abrupt halt. It reversed and then stopped. Doors swung open and four men got out, dressed in plain clothes. They started towards the young man. He turned to escape back into the safety his apartment. The men broke into a run – chasing after him. Fearing for his life, he turned, reaching into his coat pocket for his wallet. He yanked it out and thrust it at his pursuers… hoping they’d be satisfied with what little money he had. Suddenly the men pulled out handguns and opened fire. They fired 41 shots. 19 of them struck him. The young man was dead within five seconds.

It’s a terribly sad story. It seems like a story of unspeakable brutality.

But there is another side to it…

In the earliest hours of the morning, four police officers were driving through a rough Bronx neighborhood. They were part of a special street team – dressed in plain clothes and driving an unmarked car - intended to uphold the nighttime peace. They looked carefully up and down the streets as they turned onto Wheeler Avenue – a street near the infamous Soundview projects.

As they cruised slowly down Wheeler, they scanned the streets for suspicious activity. One of them spied a shadowy figure on the front steps of an apartment building. He told the driver to slow down. The figure stepped back, clearly not wanting to be seen. The officers decided to investigate. They backed up, stopped the car, and got out. They approached the figure - who turned out to be a man… hiding in the shadows of the entrance of the building. He started to back away. This made the officers even more suspicious. "New York City Police. May we have a word with you, please?” one of them called out. To no avail. The man tried to escape into the building. Not knowing what he might be up to, the officers gave chase. Suddenly the man turned around. He reached deep into his coat pocket. He yanked out a shiny black object and pointed it at the officers. The nearest officer shouted, “Gun! He’s got a gun!” He and the officer next to him both drew their handguns and fired to defend themselves. The other two couldn’t understand what was happening until they saw the first officer stumble backwards – falling off the steps of the building. They assumed he had been shot. They quickly drew and opened fire. They continued to fire until the man dropped to the ground. An officer ran up the steps to seize the man’s weapon. To his utmost horror, he found nothing… but a black nylon wallet… clutched in the man’s hand.

Why do I tell you this story?

Because it is so important to remember how dangerous misunderstandings can be… How the littlest bit of unclear communication can result in everything from an argument - to a a tragic death.

This story is a grim reminder to never ignore how others perceive us. Perhaps if the police officers had made it a little more clear that they were police officers and not muggers, or if the young man would have realized he was acting suspiciously like a criminal, an innocent life could have been spared.

At any rate, it’s a sad warning to you and me. Whether we’re marketers or police officers, it’s vital we remember that the people we communicate with WILL perceive us in certain way – whether we’re communicating with prospects or suspicious people on the street. It’s our responsibility to do our best to make sure their perception of us is what we intend. If we don’t, it can cause serious, serious problems.

Author's Bio: 

Jonathan Bostrom is a freelance copywriter and marketer. He has a blog at www.jonathanbostrom.comthat he writes in on a regular basis, among other things. He also has a free ezine you can sign up for at his website.