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1. What does it mean to know “Why they are?”
It means understanding their origins.
It means understanding their motives.
It means understanding their beliefs.
2. What sorts of beliefs will help you in marketing?
Beliefs about products or market
Beliefs about technology
Beliefs about secret sauce in recipes
3. Why is it important to understand what your ideal client believes?
You can decide to change your business altogether.
You can create a bold message that is based on their belief.
You can create a bold message that ignores what they believe and enforces something else.
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