The End Result is what matters most. By focusing on the End Result, you’re homing in on what will cause your prospect to conclude, “This is for me.”

Our ancient brains pay close attention to opportunities and threats, scanning the environment for new stimuli that could help or harm us.

If you want your message to be heard, the medium matters.

Focus on providing the most significant benefits and the highest status in a way that requires the least amount of end-user effort and frustration, and you’ll increase the Perceived Value of your offer.

Finding that market is mostly a matter of patience and active exploration.

Learn everything you can from your competition, and then create something even more valuable.

The trick is to find an attractive market that interests you enough to keep you improving your offering every single day.

The best way to observe what your potential competitors are doing is to become a customer.

When you make an offer to a new prospect, they will automatically and unconsciously examine how your offer will influence their social status.