Chapter 6. What do you Want Them to Think and do?

Stephen Covey offers the idea in his book The Seven Habits of Highly Effective People that everything is created twice – “mental creation precedes physical creation”. If you want to change people, if you want them to do something different, if you want them to buy whatever it is you’re selling, then first change the way they think. That’s why, in the previous chapter, I urged you to discover what your target audience currently thinks as well as what they do. With this knowledge we can consider now what we want them to think instead. Once we change their thinking they will automatically change their doing.

For some companies, ...

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