Designing perception might be the most powerful tool in this century.
I believe that science, professional sports (already happening), or engineering will be the biggest benefactors of UX research in the coming decades.
Thinking in a certain way about a problem narrows down the spectrum of solutions.
For instance, the way scientific data is visualized or the way engineering software is constructed imposes the way of thinking about an issue. People designing plots or software created some mental model, a perception, of a particular issue.
If you could design the perception differently, you would open up new avenues for solving the issue.
Inspired by Eugen Eşanu.