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A lot of marketers and sales people like To talk about the internal thoughts that Someone has like first they need Awareness and then they need blah blah They reverse engineer fictitious steps Of someone's mental thought process when They have no evidence to support what Someone's thinking it's not useful what Are the things that are useful these are The things that are observable that we Can drive action towards that we create An outcome and then we have a feedback Loop we have those things then we can Move the variables and get closer to Where we're trying to go and the Feelings although I recognize that they Exist they're not helpful in trying to Edit what our activities are