People tend to believe in an objective truth - especially in American/European culture. Something is so and so. Someone is so and so.This overlooks the fact that meaning is first created in a person's mind. Mostly a perception is given a certain meaning without thinking about it, based on previous experiences or general knowledge how to interpret something.
A decisive role has the context under which something happens and is perceived. Depending on the context, the given meaning can be completely different.
What is this important for? It opens the possibility to give a perception a different meaning. This usually leads to other reactions being started. This in turn can change the situation for the better.