Pink cows make Pink Milk
Coffee filters do not make good coffee, they are only an element in the process. A misunderstanding of this might lead to you adding orange juice to the coffee machine and being shocked when you get pure, hot orange juice out of the other end.

You cannot get the behaviour you want out of your clients unless you fully understand what their mind does to create that behaviour. Only once you understand the system can you change your input correctly to get that essential sale.

We know how people think - what happens in their mind and even what parts of the brain it happens in - what do you do to get out the right behaviours?

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