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In the age of quick websites and templates, this is one of the most overlooked benefits of a well-designed website. In the way that a person’s clothing choices reflect their character, your website design reflects the character of your company. As Will Rogers once said (or possibly Oscar Wilde), “You never get a second chance to make a first impression.” And with your website, it may be the only impression you get to make. Now that you know what neuroscience says, shouldn’t you think about dressing up your best sales rep?","absoluteBoundingBox":{"x":58280.0,"y":2758.0,"width":552.0,"height":744.0},"isolatedAbsoluteRenderBounds":{"x":58280.19140625,"y":2764.3359375,"width":550.1484375,"height":735.232177734375},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":552.0,"y":744.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0980392172932625,"g":0.0941176488995552,"b":0.0941176488995552,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutGrow":1.0,"strokes":[],"strokeWeight":1.10282826423645,"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"When people visit your website, it may literally be the first time they form an impression of your company. And one of the first questions our brain tries to answer in those formative few seconds is, Can I trust you?\n\nTrust is essential to forming a relationship and especially so for companies offering high value, complex products and services. Unfortunately, good design is clearly lacking in many of the websites of these same companies.\n \nThat’s a missed opportunity to make a powerful first impression.\n\nA well-designed website does three things:\n\nCreates visual priority for your most important messages. Remember, our brains process visual data extremely fast. A well-designed website will draw visual attention to your most important messages. \n\nSpeeds the user to take action. A clean website design (and navigation) makes it easy for a prospect to not only know what you do, but how to engage with you. Quickly. Just as would expect from your best salesperson.\n\nCommunicates the character and promise of the company. In the age of quick websites and templates, this is one of the most overlooked benefits of a well-designed website. 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Now, consider your brand promise – not just your tagline or home page headline, but the value you want to convey every single time a customer interacts with you. What does that experience look like to a Go-Getter, a Teacher, and a Skeptic? Will they see a promise that gets the job done, credibly and in a way that brings with it the compelling reason to change? If not, it may be worth reworking your brand promise to consider those perspectives. One important caveat. One of the surprising and counterintuitive outcomes of the CEB research was that companies that focused too much on segmenting their differentiation to different buyers ended up significantly less likely to make a sale. This is especially true with teams of buyers that are dysfunctional or unaligned. That’s because focusing a brand promise, value prop, or any market message on just one group, enhances their differences, and not the commonalities necessary to gain group consensus. 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transformation from Coefficient Agency to Coefficient is not a rebrand. It’s not a coat of new paint on old walls. It is the result of doing the work we advise others to do: find a resonant market, build a bold offer, and reengineer what you sell around what your best customers value most. We didn’t just teach the framework. We lived it. And in living it, we rediscovered something profound: the work we are meant to do, the clients we are best at serving, and the next growth curve we are called to climb. If you want to be a better dog in your own market, eat your own dogfood. Not because it’s catchy advice, but because it reveals who you really are, where you create the most value, and where your business wants to go next. We did. 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The “what if” questions arrived on schedule: What if we narrow too far? What if the market doesn’t respond? What if we lose opportunities? But the bolder question was this: What if we’re right? What if this is the path to the next growth curve? What if this unlocks greater value, deeper expertise, and better outcomes for our clients? What if this decision becomes the catalyst for the best work we’ve ever done? We believed it might. So we acted. And the truth is this: The risk didn’t shrink us. 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It lives at the intersection of what the market wants and what you want. Most businesses over-index on one or the other. Some owners love their business more than the market does. They push, refine, invest, and insist on a value proposition that simply doesn’t match buyer demand. Passion is necessary but not sufficient. Others do the opposite: they chase market opportunity long after their own internal energy has dried up. They stay out of duty, fear, habit, or sunk cost. But leadership without energy becomes mechanical—and it shows. Healthy growth requires both kinds of energy working together: Market energy: Do buyers value this? Does it resonate? Does it solve a real problem? Founder energy: Does this work energize me? Does this market interest me? Can I lead a team toward it? When we evaluated the next chapter of Coefficient, we didn’t simply ask, “Where is the opportunity?” We also asked, “Where is our energy?” What kind of work lit us up? Where did we consistently find flow? What conversations did we never get tired of? What problems did we solve with the most insight? The more we examined the intersection of those two currents—the market’s energy and our own—the clearer the answer became: Our passion and strength is helping companies rethink their value—not their messaging, not their campaigns, not their creative assets. Their value. Once we embraced that, the entire business reorganized around it. Stress went down. Clarity went up. Confidence grew. And the work improved because the energy was aligned. If you want to find your next growth curve, follow the energy. Not just the market’s energy. 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It lives at the intersection of what the market wants and what you want.\n\nMost businesses over-index on one or the other.\n\nSome owners love their business more than the market does. They push, refine, invest, and insist on a value proposition that simply doesn’t match buyer demand. Passion is necessary but not sufficient.\n\nOthers do the opposite: they chase market opportunity long after their own internal energy has dried up. They stay out of duty, fear, habit, or sunk cost. But leadership without energy becomes mechanical—and it shows.\n\nHealthy growth requires both kinds of energy working together:\n\nMarket energy: Do buyers value this? Does it resonate? Does it solve a real problem?\nFounder energy: Does this work energize me? Does this market interest me? Can I lead a team toward it?\n\nWhen we evaluated the next chapter of Coefficient, we didn’t simply ask, “Where is the opportunity?” We also asked, “Where is our energy?”\n\nWhat kind of work lit us up?\n\nWhere did we consistently find flow?\n\nWhat conversations did we never get tired of?\n\nWhat problems did we solve with the most insight?\n\nThe more we examined the intersection of those two currents—the market’s energy and our own—the clearer the answer became:\n\nOur passion and strength is helping companies rethink their value—not their messaging, not their campaigns, not their creative assets. Their value.\n\nOnce we embraced that, the entire business reorganized around it. Stress went down. Clarity went up. Confidence grew. And the work improved because the energy was aligned.\n\nIf you want to find your next growth curve, follow the energy.\n\nNot just the market’s energy. 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But the more interesting truth is this:\n\nWhen you narrow your market, you broaden your appeal.\n\nNot to everyone. But to the right ones.\n\nEarly on, we served anyone who needed digital marketing. We ran websites, campaigns, funnels, product launches, ads, videos. You name it. If you could assign it to a digital team, we did it. But wide markets dull sharp value. Your expertise spreads thin. Your message gets diffused. Your team gets fragmented.\n\nAs we grew, a pattern began to emerge. We consistently delivered the greatest value—not just good work, but transformative outcomes—for B2B technology firms, IT services firms, and professional services companies. These organizations had complex value stories that needed clarity. They had strong capabilities but weak articulation. They felt the symptoms of growth friction but couldn’t diagnose the source.\n\nThat’s where Dynamic Value Design™ was born.\n\nWe weren’t just “good at marketing” for these companies. 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It’s a statement of focus, a sharpening of identity, and a deliberate step toward the work we do best.\n\nIt is, in many ways, a culmination of our own journey through the very advice we’ve spent years giving to clients. CEOs often come to us because they’re stuck—stuck in a plateau, stuck chasing the wrong customers, stuck trying to grow by doing more rather than by doing the right things. We help them rethink their offer, their market, and their next growth curve.\n\nBut in doing this work for others, we eventually realized we needed to eat our own dogfood.\n\nAnd so we did.\n\nRather than reinventing ourselves in one dramatic leap, we transformed ourselves incrementally, applying the same principles we teach every day: find a resonant market, build a bold offer, and commit to the next growth curve before growth stalls.\n\nLooking back, the transformation of Coefficient wasn’t just a business decision. It was an experiment in practicing what we preach. 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And here’s where neuroscience comes in. The very reason for these cultural warnings is that our brains are preconditioned to do the very thing that those sayings warn us about. That may explain why there are so many variants of the same warning about making snap decisions.  We are literally wired to judge a book by its cover and to be drawn to the glitter–all within seconds (seven, in fact). Consider these well researched examples: People who dress for success are more likely to be considered successful. In fact, according to research by hiring experts, 71% of all companies reject an applicant if they aren’t dressed appropriately (source). And customers are 25% more likely to trust a well-dressed salesperson (source). Taller people earn more than similarly skilled shorter people. An NIH study revealed, “a one-inch increase in height is associated on average with a 1.4 percent to 2.9 percent increase in weekly earnings, and a 1.0 percent to 2.3 percent increase in average hourly earnings.” (source) Those of us with larger, rounder eyes are more often perceived as more trustworthy and approachable. This may be because large eyes are associated with youthfulness and innocence, leading to positive associations. Even color evokes different emotions and influences decision making. Warm colors create a sense of urgency and promote faster decisions. Cooler colors induce calm and reflectiveness. The reason we’re inclined to make these quick associations (what neuroscientists call heuristics) is to conserve energy. While our brains account for roughly 3% of our body weight, it consumes 20-25% of our daily energy supply. And so, our brains have become highly efficient in detecting visual cues and making inferences from them. If we had to deliberate on every piece of information our brains received, we’d literally burn ourselves out. That’s why we create these shortcuts, as much as we may be warned not to place too much value in them. As the renowned neuroscientist Gregory Berns so eloquently put it, our brains are a “lazy piece of meat.” And for good reason, it’s necessary for our survival. ","absoluteBoundingBox":{"x":57948.0,"y":2224.0,"width":311.0,"height":1560.0},"isolatedAbsoluteRenderBounds":{"x":57948.19140625,"y":2230.32006835938,"width":309.77734375,"height":1551.248046875},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":311.0,"y":1560.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0980392172932625,"g":0.0941176488995552,"b":0.0941176488995552,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutGrow":1.0,"strokes":[],"strokeWeight":1.10282826423645,"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,1,1,1,1,1,1,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,2,2,2,2,2,2,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,3,3,3,3,3,3],"characters":"Here’s why. And here’s where neuroscience comes in.\n\nThe very reason for these cultural warnings is that our brains are preconditioned to do the very thing that those sayings warn us about. That may explain why there are so many variants of the same warning about making snap decisions. \n\nWe are literally wired to judge a book by its cover and to be drawn to the glitter–all within seconds (seven, in fact).\n\nConsider these well researched examples:\n\nPeople who dress for success are more likely to be considered successful. In fact, according to research by hiring experts, 71% of all companies reject an applicant if they aren’t dressed appropriately (source). And customers are 25% more likely to trust a well-dressed salesperson (source).\n\nTaller people earn more than similarly skilled shorter people. An NIH study revealed, “a one-inch increase in height is associated on average with a 1.4 percent to 2.9 percent increase in weekly earnings, and a 1.0 percent to 2.3 percent increase in average hourly earnings.” (source)\n\nThose of us with larger, rounder eyes are more often perceived as more trustworthy and approachable. This may be because large eyes are associated with youthfulness and innocence, leading to positive associations.\n\nEven color evokes different emotions and influences decision making. Warm colors create a sense of urgency and promote faster decisions. Cooler colors induce calm and reflectiveness.\n\nThe reason we’re inclined to make these quick associations (what neuroscientists call heuristics) is to conserve energy. While our brains account for roughly 3% of our body weight, it consumes 20-25% of our daily energy supply. 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At the time, that meant being a full-service digital agency for anyone who needed help: B2B, B2C, nonprofits, startups, professional services, and everything in between. If your phone rang and someone needed “digital marketing,” you said yes. That was the business model. In retrospect, we were opportunistic. Not irresponsible, just unfocused. We believed our versatility was a strength. And while it allowed us to help a wide range of clients, it also prevented us from building the kind of clarity, distinction, and depth that define enduring firms. Today, we’re announcing something new—though “new” might not be quite the right word. Coefficient Agency is now simply Coefficient: the value design firm. You’ll find us now at coefficient.xyz.  This is more than a change of URL. It’s a statement of focus, a sharpening of identity, and a deliberate step toward the work we do best. 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Now, consider your brand promise – not just your tagline or home page headline, but the value you want to convey every single time a customer interacts with you. What does that experience look like to a Go-Getter, a Teacher, and a Skeptic? Will they see a promise that gets the job done, credibly and in a way that brings with it the compelling reason to change? If not, it may be worth reworking your brand promise to consider those perspectives. One important caveat. One of the surprising and counterintuitive outcomes of the CEB research was that companies that focused too much on segmenting their differentiation to different buyers ended up significantly less likely to make a sale. This is especially true with teams of buyers that are dysfunctional or unaligned. That’s because focusing a brand promise, value prop, or any market message on just one group, enhances their differences, and not the commonalities necessary to gain group consensus. This is counterintuitive to common practice of personalized marketing to specific segment needs and is one of the reasons you should evaluate your brand promise from all three of the mobilizer perspectives. Does it offer a practical solution the Go-Getter seeks? Can it rally the heart of change the Teacher wants to inspire? Can it be achieved with the kind of certainty the Skeptic would get behind? That’s the mobilizer test. You might as well be asking these questions about your brand promise. 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What does that experience look like to a Go-Getter, a Teacher, and a Skeptic?\n\nWill they see a promise that gets the job done, credibly and in a way that brings with it the compelling reason to change?\nIf not, it may be worth reworking your brand promise to consider those perspectives.\n\nOne important caveat. One of the surprising and counterintuitive outcomes of the CEB research was that companies that focused too much on segmenting their differentiation to different buyers ended up significantly less likely to make a sale. This is especially true with teams of buyers that are dysfunctional or unaligned. That’s because focusing a brand promise, value prop, or any market message on just one group, enhances their differences, and not the commonalities necessary to gain group consensus.\n\nThis is counterintuitive to common practice of personalized marketing to specific segment needs and is one of the reasons you should evaluate your brand promise from all three of the mobilizer perspectives.\n\nDoes it offer a practical solution the Go-Getter seeks? Can it rally the heart of change the Teacher wants to inspire? Can it be achieved with the kind of certainty the Skeptic would get behind?\n\nThat’s the mobilizer test. You might as well be asking these questions about your brand promise. 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You know, the value you want your customers to rely upon you bringing them every time? If you don’t or it’s not clear, perhaps, you can learn more about it here. But without a focus you can only get so far. Different people see the world through different lenses. That’s what makes creating a compelling brand promise rather difficult.  Water it down too much in order to appeal to anyone, and it appeals to no one. Make it too narrow, and it may miss an important audience. Fortunately, the research done by CEB (now Gartner) as detailed in The Challenger Customer can help narrow down our thinking about it. The authors set out to understand how companies reach consensus to buy products and services. Their extensive research revealed that there are seven different ways people think about the purchasing process. 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In the age of quick websites and templates, this is one of the most overlooked benefits of a well-designed website. In the way that a person’s clothing choices reflect their character, your website design reflects the character of your company. As Will Rogers once said (or possibly Oscar Wilde), “You never get a second chance to make a first impression.” And with your website, it may be the only impression you get to make. 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It’s important to remember that the Skeptic is not resistant to change, they are resistant to stupid change–the kind that creates only change, not results. So, they’re checking the fine print, asking the challenging questions, assuming the worst. They want to protect the organization from stupid change. ","absoluteBoundingBox":{"x":57416.0,"y":3395.0,"width":552.0,"height":216.0},"isolatedAbsoluteRenderBounds":{"x":57416.22265625,"y":3401.09594726562,"width":545.7265625,"height":207.47216796875},"relativeTransform":[[1.0,0.0,300.0],[0.0,1.0,2722.0]],"size":{"x":552.0,"y":216.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0980392172932625,"g":0.0941176488995552,"b":0.0941176488995552,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3],"characters":"The Skeptic Lens: Protection\n\nThe Skeptic Core Question: Are there sufficient proofs that the promise is attainable?\n\nIt’s important to remember that the Skeptic is not resistant to change, they are resistant to stupid change–the kind that creates only change, not results. 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Now, consider your brand promise – not just your tagline or home page headline, but the value you want to convey every single time a customer interacts with you. What does that experience look like to a Go-Getter, a Teacher, and a Skeptic? Will they see a promise that gets the job done, credibly and in a way that brings with it the compelling reason to change? If not, it may be worth reworking your brand promise to consider those perspectives. One important caveat. One of the surprising and counterintuitive outcomes of the CEB research was that companies that focused too much on segmenting their differentiation to different buyers ended up significantly less likely to make a sale. This is especially true with teams of buyers that are dysfunctional or unaligned. That’s because focusing a brand promise, value prop, or any market message on just one group, enhances their differences, and not the commonalities necessary to gain group consensus. 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What does that experience look like to a Go-Getter, a Teacher, and a Skeptic?\n\nWill they see a promise that gets the job done, credibly and in a way that brings with it the compelling reason to change?\nIf not, it may be worth reworking your brand promise to consider those perspectives.\n\nOne important caveat. One of the surprising and counterintuitive outcomes of the CEB research was that companies that focused too much on segmenting their differentiation to different buyers ended up significantly less likely to make a sale. This is especially true with teams of buyers that are dysfunctional or unaligned. That’s because focusing a brand promise, value prop, or any market message on just one group, enhances their differences, and not the commonalities necessary to gain group consensus.\n\nThis is counterintuitive to common practice of personalized marketing to specific segment needs and is one of the reasons you should evaluate your brand promise from all three of the mobilizer perspectives.\n\nDoes it offer a practical solution the Go-Getter seeks? Can it rally the heart of change the Teacher wants to inspire? Can it be achieved with the kind of certainty the Skeptic would get behind?\n\nThat’s the mobilizer test. You might as well be asking these questions about your brand promise. 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You know, the value you want your customers to rely upon you bringing them every time? If you don’t or it’s not clear, perhaps, you can learn more about it here. But without a focus you can only get so far. Different people see the world through different lenses. That’s what makes creating a compelling brand promise rather difficult.  Water it down too much in order to appeal to anyone, and it appeals to no one. Make it too narrow, and it may miss an important audience. Fortunately, the research done by CEB (now Gartner) as detailed in The Challenger Customer can help narrow down our thinking about it. The authors set out to understand how companies reach consensus to buy products and services. Their extensive research revealed that there are seven different ways people think about the purchasing process. Each has a different “mental model” – seven different lenses for how they see the world.  That’s still a lot of different perspectives to consider in creating a brand promise.","absoluteBoundingBox":{"x":57416.0,"y":673.0,"width":552.0,"height":576.0},"isolatedAbsoluteRenderBounds":{"x":57416.0,"y":679.335998535156,"width":549.13671875,"height":567.039978027344},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":552.0,"y":576.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0980392172932625,"g":0.0941176488995552,"b":0.0941176488995552,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,6,6,6,6,6,6,6,6,6,6,6,6,6,6,6,6,6,6,6,6,6,6,6,6,6,6,6,6,6,6,6,6,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5,5],"characters":"You have a brand promise, right?\n\nYou know, the value you want your customers to rely upon you bringing them every time?\n\nIf you don’t or it’s not clear, perhaps, you can learn more about it here. 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And here’s where neuroscience comes in. The very reason for these cultural warnings is that our brains are preconditioned to do the very thing that those sayings warn us about. That may explain why there are so many variants of the same warning about making snap decisions.  We are literally wired to judge a book by its cover and to be drawn to the glitter–all within seconds (seven, in fact). Consider these well researched examples: People who dress for success are more likely to be considered successful. In fact, according to research by hiring experts, 71% of all companies reject an applicant if they aren’t dressed appropriately (source). And customers are 25% more likely to trust a well-dressed salesperson (source). Taller people earn more than similarly skilled shorter people. An NIH study revealed, “a one-inch increase in height is associated on average with a 1.4 percent to 2.9 percent increase in weekly earnings, and a 1.0 percent to 2.3 percent increase in average hourly earnings.” (source) Those of us with larger, rounder eyes are more often perceived as more trustworthy and approachable. This may be because large eyes are associated with youthfulness and innocence, leading to positive associations. Even color evokes different emotions and influences decision making. Warm colors create a sense of urgency and promote faster decisions. Cooler colors induce calm and reflectiveness. The reason we’re inclined to make these quick associations (what neuroscientists call heuristics) is to conserve energy. While our brains account for roughly 3% of our body weight, it consumes 20-25% of our daily energy supply. And so, our brains have become highly efficient in detecting visual cues and making inferences from them. If we had to deliberate on every piece of information our brains received, we’d literally burn ourselves out. That’s why we create these shortcuts, as much as we may be warned not to place too much value in them. As the renowned neuroscientist Gregory Berns so eloquently put it, our brains are a “lazy piece of meat.” And for good reason, it’s necessary for our 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And here’s where neuroscience comes in.\n\nThe very reason for these cultural warnings is that our brains are preconditioned to do the very thing that those sayings warn us about. That may explain why there are so many variants of the same warning about making snap decisions. \n\nWe are literally wired to judge a book by its cover and to be drawn to the glitter–all within seconds (seven, in fact).\n\nConsider these well researched examples:\n\nPeople who dress for success are more likely to be considered successful. In fact, according to research by hiring experts, 71% of all companies reject an applicant if they aren’t dressed appropriately (source). And customers are 25% more likely to trust a well-dressed salesperson (source).\n\nTaller people earn more than similarly skilled shorter people. An NIH study revealed, “a one-inch increase in height is associated on average with a 1.4 percent to 2.9 percent increase in weekly earnings, and a 1.0 percent to 2.3 percent increase in average hourly earnings.” (source)\n\nThose of us with larger, rounder eyes are more often perceived as more trustworthy and approachable. This may be because large eyes are associated with youthfulness and innocence, leading to positive associations.\n\nEven color evokes different emotions and influences decision making. Warm colors create a sense of urgency and promote faster decisions. Cooler colors induce calm and reflectiveness.\n\nThe reason we’re inclined to make these quick associations (what neuroscientists call heuristics) is to conserve energy. While our brains account for roughly 3% of our body weight, it consumes 20-25% of our daily energy supply. And so, our brains have become highly efficient in detecting visual cues and making inferences from them.\n\nIf we had to deliberate on every piece of information our brains received, we’d literally burn ourselves out. That’s why we create these shortcuts, as much as we may be warned not to place too much value in them. As the renowned neuroscientist Gregory Berns so eloquently put it, our brains are a “lazy piece of meat.” And for good reason, it’s necessary for our 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Transformation is incremental: learn, adjust, refine, sharpen, and take the next step.\n\nBut that process requires courage.\n\nThe hardest lesson of eating our own dogfood was accepting that you cannot find your next growth curve while clinging to the safety of the current one.\n\nMost companies pivot too late. They wait until revenue softens, leads slow down, or their team loses conviction. They wait until urgency forces change rather than choosing change while momentum is still on their side.\n\nThe best time to reinvent is before you need to.\n\nThat means paying attention. It means being honest about declining energy, drifting market fit, or an offer that’s gone stale. It means acknowledging that what got you here won’t get you there. And deciding to act on that truth early.\n\nTransformation is always a risk, but the greater risk is staying the same while the market shifts around you.\n\nWhen we changed who we were, what we sold, and who we served, there was an unmistakable moment of hesitation. The “what if” questions arrived on schedule:\n\nWhat if we narrow too far?\nWhat if the market doesn’t respond?\nWhat if we lose opportunities?\n\nBut the bolder question was this:\n\nWhat if we’re right?\n\nWhat if this is the path to the next growth curve?\nWhat if this unlocks greater value, deeper expertise, and better outcomes for our clients?\nWhat if this decision becomes the catalyst for the best work we’ve ever done?\n\nWe believed it might. So we acted.\n\nAnd the truth is this:\n\nThe risk didn’t shrink us. It clarified 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does this apply to me? Now, consider your brand promise – not just your tagline or home page headline, but the value you want to convey every single time a customer interacts with you. What does that experience look like to a Go-Getter, a Teacher, and a Skeptic? Will they see a promise that gets the job done, credibly and in a way that brings with it the compelling reason to change? If not, it may be worth reworking your brand promise to consider those perspectives. One important caveat. One of the surprising and counterintuitive outcomes of the CEB research was that companies that focused too much on segmenting their differentiation to different buyers ended up significantly less likely to make a sale. This is especially true with teams of buyers that are dysfunctional or unaligned. That’s because focusing a brand promise, value prop, or any market message on just one group, enhances their differences, and not the commonalities necessary to gain group consensus. This is counterintuitive to common practice of personalized marketing to specific segment needs and is one of the reasons you should evaluate your brand promise from all three of the mobilizer perspectives. Does it offer a practical solution the Go-Getter seeks? Can it rally the heart of change the Teacher wants to inspire? Can it be achieved with the kind of certainty the Skeptic would get behind? That’s the mobilizer test. You might as well be asking these questions about your brand promise. 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And here’s where neuroscience comes in. The very reason for these cultural warnings is that our brains are preconditioned to do the very thing that those sayings warn us about. That may explain why there are so many variants of the same warning about making snap decisions.  We are literally wired to judge a book by its cover and to be drawn to the glitter–all within seconds (seven, in fact). Consider these well researched examples: People who dress for success are more likely to be considered successful. In fact, according to research by hiring experts, 71% of all companies reject an applicant if they aren’t dressed appropriately (source). And customers are 25% more likely to trust a well-dressed salesperson (source). Taller people earn more than similarly skilled shorter people. An NIH study revealed, “a one-inch increase in height is associated on average with a 1.4 percent to 2.9 percent increase in weekly earnings, and a 1.0 percent to 2.3 percent increase in average hourly earnings.” (source) Those of us with larger, rounder eyes are more often perceived as more trustworthy and approachable. This may be because large eyes are associated with youthfulness and innocence, leading to positive associations. Even color evokes different emotions and influences decision making. Warm colors create a sense of urgency and promote faster decisions. Cooler colors induce calm and reflectiveness. The reason we’re inclined to make these quick associations (what neuroscientists call heuristics) is to conserve energy. While our brains account for roughly 3% of our body weight, it consumes 20-25% of our daily energy supply. And so, our brains have become highly efficient in detecting visual cues and making inferences from them. If we had to deliberate on every piece of information our brains received, we’d literally burn ourselves out. That’s why we create these shortcuts, as much as we may be warned not to place too much value in them. As the renowned neuroscientist Gregory Berns so eloquently put it, our brains are a “lazy piece of meat.” And for good reason, it’s necessary for our survival. ","absoluteBoundingBox":{"x":57148.0,"y":1423.0,"width":608.0,"height":936.0},"isolatedAbsoluteRenderBounds":{"x":57148.19140625,"y":1429.31994628906,"width":605.6484375,"height":927.168090820312},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":608.0,"y":936.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0980392172932625,"g":0.0941176488995552,"b":0.0941176488995552,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutGrow":1.0,"strokes":[],"strokeWeight":1.10282826423645,"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,1,1,1,1,1,1,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,2,2,2,2,2,2,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,3,3,3,3,3,3],"characters":"Here’s why. And here’s where neuroscience comes in.\n\nThe very reason for these cultural warnings is that our brains are preconditioned to do the very thing that those sayings warn us about. That may explain why there are so many variants of the same warning about making snap decisions. \n\nWe are literally wired to judge a book by its cover and to be drawn to the glitter–all within seconds (seven, in fact).\n\nConsider these well researched examples:\n\nPeople who dress for success are more likely to be considered successful. In fact, according to research by hiring experts, 71% of all companies reject an applicant if they aren’t dressed appropriately (source). And customers are 25% more likely to trust a well-dressed salesperson (source).\n\nTaller people earn more than similarly skilled shorter people. An NIH study revealed, “a one-inch increase in height is associated on average with a 1.4 percent to 2.9 percent increase in weekly earnings, and a 1.0 percent to 2.3 percent increase in average hourly earnings.” (source)\n\nThose of us with larger, rounder eyes are more often perceived as more trustworthy and approachable. This may be because large eyes are associated with youthfulness and innocence, leading to positive associations.\n\nEven color evokes different emotions and influences decision making. Warm colors create a sense of urgency and promote faster decisions. Cooler colors induce calm and reflectiveness.\n\nThe reason we’re inclined to make these quick associations (what neuroscientists call heuristics) is to conserve energy. While our brains account for roughly 3% of our body weight, it consumes 20-25% of our daily energy supply. And so, our brains have become highly efficient in detecting visual cues and making inferences from them.\n\nIf we had to deliberate on every piece of information our brains received, we’d literally burn ourselves out. That’s why we create these shortcuts, as much as we may be warned not to place too much value in them. As the renowned neuroscientist Gregory Berns so eloquently put it, our brains are a “lazy piece of meat.” And for good reason, it’s necessary for our survival. ","lineIndentations":[0,0,0,0,0,0,0,0,1,0,1,0,1,0,1,0,0,0,0],"lineTypes":["NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","UNORDERED","NONE","UNORDERED","NONE","UNORDERED","NONE","UNORDERED","NONE","NONE","NONE","NONE"],"listStartOffsets":[],"lineStyleOverrides":[0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0],"lineTextDirections":null,"resolvedParagraphValues":{"0":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"1":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"2":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"3":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"4":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"5":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"6":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"7":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"8":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"9":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"10":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"11":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"12":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"13":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"14":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"15":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"16":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"17":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"18":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0}},"textAutoResize":"HEIGHT","style":{"styleIdForText":"StyleId:2008:8198","fontFamily":"Satoshi","fontPostScriptName":"Satoshi-Regular","fontStyle":"Regular","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":16.0,"textAlignHorizontal":"LEFT","textAlignVertical":"TOP","letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":24.0,"lineHeightPercent":111.111106872559,"lineHeightPercentFontSize":150.0,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{"3":{"styleIdForText":"StyleId:2008:8198","fontFamily":"Satoshi","fontPostScriptName":"Satoshi-Regular","fontStyle":"Regular","hyperlink":{"type":"URL","url":"https://www.ncbi.nlm.nih.gov/pmc/articles/PMC2709415/","openInNewTab":true},"textAutoResize":"WIDTH_AND_HEIGHT","fontVariantPosition":"NORMAL","textDecoration":"UNDERLINE","textDecorationSkipInk":true,"isOverrideOverTextStyle":true,"fontSize":16.0,"letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":24.0,"lineHeightPercent":111.111106872559,"lineHeightPercentFontSize":150.0,"lineHeightUnit":"FONT_SIZE_%","inheritTextStyleId":"2008:8198","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecorationStyle":"solid","textTruncation":"DISABLED"},"2":{"styleIdForText":"StyleId:2008:8198","fontFamily":"Satoshi","fontPostScriptName":"Satoshi-Regular","fontStyle":"Regular","hyperlink":{"type":"URL","url":"https://www.jstor.org/stable/40471774","openInNewTab":true},"textAutoResize":"WIDTH_AND_HEIGHT","fontVariantPosition":"NORMAL","textDecoration":"UNDERLINE","textDecorationSkipInk":true,"isOverrideOverTextStyle":true,"fontSize":16.0,"letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":24.0,"lineHeightPercent":111.111106872559,"lineHeightPercentFontSize":150.0,"lineHeightUnit":"FONT_SIZE_%","inheritTextStyleId":"2008:8198","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecorationStyle":"solid","textTruncation":"DISABLED"},"1":{"styleIdForText":"StyleId:2008:8198","fontFamily":"Satoshi","fontPostScriptName":"Satoshi-Regular","fontStyle":"Regular","hyperlink":{"type":"URL","url":"https://teamstage.io/job-interview-statistics/","openInNewTab":true},"textAutoResize":"WIDTH_AND_HEIGHT","fontVariantPosition":"NORMAL","textDecoration":"UNDERLINE","textDecorationSkipInk":true,"isOverrideOverTextStyle":true,"fontSize":16.0,"letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":24.0,"lineHeightPercent":111.111106872559,"lineHeightPercentFontSize":150.0,"lineHeightUnit":"FONT_SIZE_%","inheritTextStyleId":"2008:8198","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecorationStyle":"solid","textTruncation":"DISABLED"}}},"2490:6953":{"type":"TEXT","id":"2490:6953","name":"The Skeptic Lens: Protection The Skeptic Core Question: Are there sufficient proofs that the promise is attainable? It’s important to remember that the Skeptic is not resistant to change, they are resistant to stupid change–the kind that creates only change, not results. So, they’re checking the fine print, asking the challenging questions, assuming the worst. 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At the time, that meant being a full-service digital agency for anyone who needed help: B2B, B2C, nonprofits, startups, professional services, and everything in between. If your phone rang and someone needed “digital marketing,” you said yes. That was the business model.\n\nIn retrospect, we were opportunistic. Not irresponsible, just unfocused. We believed our versatility was a strength. And while it allowed us to help a wide range of clients, it also prevented us from building the kind of clarity, distinction, and depth that define enduring firms.\n\nToday, we’re announcing something new—though “new” might not be quite the right word.\n\nCoefficient Agency is now simply Coefficient: the value design firm. \nYou’ll find us now at coefficient.xyz. \n\nThis is more than a change of URL. 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think about the core attribute for each of these archetypes. 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Both market energy and your own.","absoluteBoundingBox":{"x":55804.0,"y":2745.0,"width":608.0,"height":48.0},"isolatedAbsoluteRenderBounds":{"x":55808.6171875,"y":2751.09594726562,"width":588.4765625,"height":36.095947265625},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":608.0,"y":48.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0980392172932625,"g":0.0941176488995552,"b":0.0941176488995552,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutGrow":1.0,"strokes":[],"strokeWeight":1.10282826423645,"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"The best path to growth is to follow the energy. 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And here’s where neuroscience comes in. The very reason for these cultural warnings is that our brains are preconditioned to do the very thing that those sayings warn us about. That may explain why there are so many variants of the same warning about making snap decisions.  We are literally wired to judge a book by its cover and to be drawn to the glitter–all within seconds (seven, in fact). Consider these well researched examples: People who dress for success are more likely to be considered successful. In fact, according to research by hiring experts, 71% of all companies reject an applicant if they aren’t dressed appropriately (source). And customers are 25% more likely to trust a well-dressed salesperson (source). Taller people earn more than similarly skilled shorter people. An NIH study revealed, “a one-inch increase in height is associated on average with a 1.4 percent to 2.9 percent increase in weekly earnings, and a 1.0 percent to 2.3 percent increase in average hourly earnings.” (source) Those of us with larger, rounder eyes are more often perceived as more trustworthy and approachable. This may be because large eyes are associated with youthfulness and innocence, leading to positive associations. Even color evokes different emotions and influences decision making. Warm colors create a sense of urgency and promote faster decisions. Cooler colors induce calm and reflectiveness. The reason we’re inclined to make these quick associations (what neuroscientists call heuristics) is to conserve energy. While our brains account for roughly 3% of our body weight, it consumes 20-25% of our daily energy supply. And so, our brains have become highly efficient in detecting visual cues and making inferences from them. If we had to deliberate on every piece of information our brains received, we’d literally burn ourselves out. That’s why we create these shortcuts, as much as we may be warned not to place too much value in them. As the renowned neuroscientist Gregory Berns so eloquently put it, our brains are a “lazy piece of meat.” And for good reason, it’s necessary for our survival. ","absoluteBoundingBox":{"x":56072.0,"y":1642.0,"width":552.0,"height":1008.0},"isolatedAbsoluteRenderBounds":{"x":56072.19140625,"y":1648.31994628906,"width":549.66015625,"height":999.248168945312},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":552.0,"y":1008.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0980392172932625,"g":0.0941176488995552,"b":0.0941176488995552,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutGrow":1.0,"strokes":[],"strokeWeight":1.10282826423645,"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,2,2,2,2,2,2,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,4,4,4,4,4,4,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,6,6,6,6,6,6],"characters":"Here’s why. And here’s where neuroscience comes in.\n\nThe very reason for these cultural warnings is that our brains are preconditioned to do the very thing that those sayings warn us about. That may explain why there are so many variants of the same warning about making snap decisions. \n\nWe are literally wired to judge a book by its cover and to be drawn to the glitter–all within seconds (seven, in fact).\n\nConsider these well researched examples:\n\nPeople who dress for success are more likely to be considered successful. In fact, according to research by hiring experts, 71% of all companies reject an applicant if they aren’t dressed appropriately (source). And customers are 25% more likely to trust a well-dressed salesperson (source).\n\nTaller people earn more than similarly skilled shorter people. An NIH study revealed, “a one-inch increase in height is associated on average with a 1.4 percent to 2.9 percent increase in weekly earnings, and a 1.0 percent to 2.3 percent increase in average hourly earnings.” (source)\n\nThose of us with larger, rounder eyes are more often perceived as more trustworthy and approachable. This may be because large eyes are associated with youthfulness and innocence, leading to positive associations.\n\nEven color evokes different emotions and influences decision making. Warm colors create a sense of urgency and promote faster decisions. Cooler colors induce calm and reflectiveness.\n\nThe reason we’re inclined to make these quick associations (what neuroscientists call heuristics) is to conserve energy. While our brains account for roughly 3% of our body weight, it consumes 20-25% of our daily energy supply. 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It should motivate you to reevaluate the effectiveness of your website design.","lineIndentations":[0,0,0,0,0,0,0,0,0,0,0],"lineTypes":["NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE"],"listStartOffsets":[],"lineStyleOverrides":[0,0,0,0,0,0,0,0,0,0,0],"lineTextDirections":null,"resolvedParagraphValues":{"0":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"1":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"2":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"3":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"4":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"5":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"6":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"7":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"8":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"9":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"10":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0}},"textAutoResize":"HEIGHT","style":{"styleIdForText":"StyleId:2008:8198","fontFamily":"Satoshi","fontPostScriptName":"Satoshi-Regular","fontStyle":"Regular","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":16.0,"textAlignHorizontal":"LEFT","textAlignVertical":"TOP","letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":24.0,"lineHeightPercent":111.111106872559,"lineHeightPercentFontSize":150.0,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"2490:6055":{"type":"FRAME","id":"2490:6055","name":"Frame 186","absoluteBoundingBox":{"x":57148.0,"y":3286.0,"width":608.0,"height":479.0},"isolatedAbsoluteRenderBounds":{"x":57148.0,"y":3286.0,"width":608.0,"height":479.0},"relativeTransform":[[1.0,0.0,32.0],[0.0,1.0,2613.0]],"size":{"x":608.0,"y":479.0},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"VERTICAL","itemSpacing":24.0,"counterAxisSizingMode":"FIXED","children":["2490:6056","2490:6058"]},"2490:4538":{"type":"FRAME","id":"2490:4538","name":"Content","absoluteBoundingBox":{"x":55740.0,"y":852.0,"width":736.0,"height":3626.0},"isolatedAbsoluteRenderBounds":{"x":55740.0,"y":852.0,"width":736.0,"height":3626.0},"relativeTransform":[[1.0,0.0,32.0],[0.0,1.0,80.0]],"size":{"x":736.0,"y":3626.0},"fills":[],"visible":false,"strokeAlign":"INSIDE","layoutAlign":"STRETCH","maxWidth":1500.0,"strokes":[],"strokeWeight":1.10282826423645,"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"paddingRight":80.0,"paddingLeft":80.0,"layoutMode":"VERTICAL","itemSpacing":40.0,"primaryAxisAlignItems":"CENTER","counterAxisSizingMode":"FIXED","children":["2490:4539","2490:4554","2490:4566","2490:4588","2490:4589","2490:4590","2490:4591","2490:4592","2490:4593","2490:4594","2490:4595","2490:4596"]},"2490:4869":{"type":"TEXT","id":"2490:4869","name":"Value compression happens when the market begins to value your offering less, even though the quality of your work has not declined. Your product may be stronger than it was two years ago. Your team may be more capable. Your outcomes may be as good as ever. But if buyers now believe parts of that outcome can be created faster, cheaper, or internally with AI, the value they assign to your offering changes. That shift is easy to misread. Many leaders assume they have a sales problem, a marketing problem, or a pricing problem. Sometimes the real issue is simpler and more structural: the market’s perception of value has moved, and your offering hasn’t moved with it.","absoluteBoundingBox":{"x":55804.0,"y":1216.0,"width":608.0,"height":288.0},"isolatedAbsoluteRenderBounds":{"x":55804.16015625,"y":1222.33605957031,"width":606.0390625,"height":275.839965820312},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":608.0,"y":288.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0980392172932625,"g":0.0941176488995552,"b":0.0941176488995552,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutGrow":1.0,"strokes":[],"strokeWeight":1.10282826423645,"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Value compression happens when the market begins to value your offering less, even though the quality of your work has not declined.\n\nYour product may be stronger than it was two years ago. Your team may be more capable. Your outcomes may be as good as ever. But if buyers now believe parts of that outcome can be created faster, cheaper, or internally with AI, the value they assign to your offering changes.\n\nThat shift is easy to misread. Many leaders assume they have a sales problem, a marketing problem, or a pricing problem. Sometimes the real issue is simpler and more structural: the market’s perception of value has moved, and your offering hasn’t moved with it.","lineIndentations":[0,0,0,0,0],"lineTypes":["NONE","NONE","NONE","NONE","NONE"],"listStartOffsets":[],"lineStyleOverrides":[0,0,0,0,0],"lineTextDirections":null,"resolvedParagraphValues":{"0":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"1":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"2":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"3":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"4":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0}},"textAutoResize":"HEIGHT","style":{"styleIdForText":"StyleId:f035f42b64ff7f00b017abb7ce69b3a4f317f38f/2008:871","fontFamily":"Satoshi","fontPostScriptName":"Satoshi-Regular","fontStyle":"Regular","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":16.0,"textAlignHorizontal":"LEFT","textAlignVertical":"TOP","letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":24.0,"lineHeightPercent":111.111106872559,"lineHeightPercentFontSize":150.0,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"2490:4625":{"type":"FRAME","id":"2490:4625","name":"Frame 177","absoluteBoundingBox":{"x":56072.0,"y":2090.0,"width":552.0,"height":31.0},"isolatedAbsoluteRenderBounds":{"x":56072.0,"y":2090.0,"width":552.0,"height":31.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":552.0,"y":31.0},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"HORIZONTAL","itemSpacing":16.0,"primaryAxisSizingMode":"FIXED","children":["2490:4626"]},"2490:4623":{"type":"TEXT","id":"2490:4623","name":"Here’s why. And here’s where neuroscience comes in. The very reason for these cultural warnings is that our brains are preconditioned to do the very thing that those sayings warn us about. That may explain why there are so many variants of the same warning about making snap decisions.  We are literally wired to judge a book by its cover and to be drawn to the glitter–all within seconds (seven, in fact). Consider these well researched examples: People who dress for success are more likely to be considered successful. In fact, according to research by hiring experts, 71% of all companies reject an applicant if they aren’t dressed appropriately (source). And customers are 25% more likely to trust a well-dressed salesperson (source). Taller people earn more than similarly skilled shorter people. An NIH study revealed, “a one-inch increase in height is associated on average with a 1.4 percent to 2.9 percent increase in weekly earnings, and a 1.0 percent to 2.3 percent increase in average hourly earnings.” (source) Those of us with larger, rounder eyes are more often perceived as more trustworthy and approachable. This may be because large eyes are associated with youthfulness and innocence, leading to positive associations. Even color evokes different emotions and influences decision making. Warm colors create a sense of urgency and promote faster decisions. Cooler colors induce calm and reflectiveness. The reason we’re inclined to make these quick associations (what neuroscientists call heuristics) is to conserve energy. While our brains account for roughly 3% of our body weight, it consumes 20-25% of our daily energy supply. And so, our brains have become highly efficient in detecting visual cues and making inferences from them. If we had to deliberate on every piece of information our brains received, we’d literally burn ourselves out. That’s why we create these shortcuts, as much as we may be warned not to place too much value in them. As the renowned neuroscientist Gregory Berns so eloquently put it, our brains are a “lazy piece of meat.” And for good reason, it’s necessary for our survival. ","absoluteBoundingBox":{"x":56072.0,"y":1810.0,"width":552.0,"height":1008.0},"isolatedAbsoluteRenderBounds":{"x":56072.19140625,"y":1816.31994628906,"width":549.66015625,"height":999.248168945312},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":552.0,"y":1008.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0980392172932625,"g":0.0941176488995552,"b":0.0941176488995552,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutGrow":1.0,"strokes":[],"strokeWeight":1.10282826423645,"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,2,2,2,2,2,2,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,3,3,3,3,3,3,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,4,4,4,4,4,4,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1],"characters":"Here’s 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And here’s where neuroscience comes in.\n\nThe very reason for these cultural warnings is that our brains are preconditioned to do the very thing that those sayings warn us about. That may explain why there are so many variants of the same warning about making snap decisions. \n\nWe are literally wired to judge a book by its cover and to be drawn to the glitter–all within seconds (seven, in fact).\n\nConsider these well researched examples:\n\nPeople who dress for success are more likely to be considered successful. In fact, according to research by hiring experts, 71% of all companies reject an applicant if they aren’t dressed appropriately (source). And customers are 25% more likely to trust a well-dressed salesperson (source).\n\nTaller people earn more than similarly skilled shorter people. 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They are the ones who advance the sale, while the others are neutral or detract from it. The mobilizers share one thing in common: they each embrace change, unlike their four other counterparts. But that’s where their similarities end. They may push for change but think about it from entirely different perspectives. These mobilizers are:","absoluteBoundingBox":{"x":57164.0,"y":1305.0,"width":576.0,"height":288.0},"isolatedAbsoluteRenderBounds":{"x":57164.19140625,"y":1311.33605957031,"width":571.7578125,"height":275.85595703125},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,64.0]],"size":{"x":576.0,"y":288.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0980392172932625,"g":0.0941176488995552,"b":0.0941176488995552,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"In looking closer at the data, the authors discovered that though seven different archetypes may be involved in a purchase, only three of these had the most influence in the actual purchasing decision. \n\nThey are the “mobilizers,” as the authors refer to them. They are the ones who advance the sale, while the others are neutral or detract from it. The mobilizers share one thing in common: they each embrace change, unlike their four other counterparts.\n\nBut that’s where their similarities end. They may push for change but think about it from entirely different perspectives.\nThese mobilizers are:","lineIndentations":[0,0,0,0,0,0],"lineTypes":["NONE","NONE","NONE","NONE","NONE","NONE"],"listStartOffsets":[],"lineStyleOverrides":[0,0,0,0,0,0],"lineTextDirections":null,"resolvedParagraphValues":{"0":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"1":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"2":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"3":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"4":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"5":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0}},"textAutoResize":"HEIGHT","style":{"styleIdForText":"StyleId:2008:8198","fontFamily":"Satoshi","fontPostScriptName":"Satoshi-Regular","fontStyle":"Regular","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":16.0,"textAlignHorizontal":"LEFT","textAlignVertical":"TOP","letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":24.0,"lineHeightPercent":111.111106872559,"lineHeightPercentFontSize":150.0,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{}},"2490:3891":{"type":"FRAME","id":"2490:3891","name":"Content","absoluteBoundingBox":{"x":55772.0,"y":622.0,"width":657.0,"height":18.0},"isolatedAbsoluteRenderBounds":{"x":55772.0,"y":622.0,"width":657.0,"height":18.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":657.0,"y":18.0},"fills":[],"strokeAlign":"INSIDE","layoutGrow":1.0,"strokes":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"VERTICAL","itemSpacing":16.0,"counterAxisSizingMode":"FIXED","children":["2490:3892","2490:3893"]},"2021:35570":{"type":"FRAME","id":"2021:35570","name":"Frame 208","absoluteBoundingBox":{"x":3380.0,"y":7452.0,"width":206.142135620117,"height":324.0},"isolatedAbsoluteRenderBounds":{"x":3380.0,"y":7452.0,"width":206.142135620117,"height":324.0},"relativeTransform":[[1.0,0.0,16.0],[0.0,1.0,40.0]],"size":{"x":206.142135620117,"y":324.0},"fills":[],"strokeAlign":"INSIDE","strokes":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"VERTICAL","itemSpacing":40.0,"isInAnimateTree":true,"children":["2021:34873","2021:34962","2021:34875","2021:34876"]},"2490:4596":{"type":"TEXT","id":"2490:4596","name":"How does this apply to me? Now, consider your brand promise – not just your tagline or home page headline, but the value you want to convey every single time a customer interacts with you. What does that experience look like to a Go-Getter, a Teacher, and a Skeptic? Will they see a promise that gets the job done, credibly and in a way that brings with it the compelling reason to change? If not, it may be worth reworking your brand promise to consider those perspectives. One important caveat. One of the surprising and counterintuitive outcomes of the CEB research was that companies that focused too much on segmenting their differentiation to different buyers ended up significantly less likely to make a sale. This is especially true with teams of buyers that are dysfunctional or unaligned. That’s because focusing a brand promise, value prop, or any market message on just one group, enhances their differences, and not the commonalities necessary to gain group consensus. This is counterintuitive to common practice of personalized marketing to specific segment needs and is one of the reasons you should evaluate your brand promise from all three of the mobilizer perspectives. Does it offer a practical solution the Go-Getter seeks? Can it rally the heart of change the Teacher wants to inspire? Can it be achieved with the kind of certainty the Skeptic would get behind? That’s the mobilizer test. You might as well be asking these questions about your brand promise. Your prospects do.","absoluteBoundingBox":{"x":55820.0,"y":3782.0,"width":576.0,"height":696.0},"isolatedAbsoluteRenderBounds":{"x":55819.08984375,"y":3788.09594726562,"width":573.30078125,"height":687.280029296875},"relativeTransform":[[1.0,0.0,80.0],[0.0,1.0,2930.0]],"size":{"x":576.0,"y":696.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0980392172932625,"g":0.0941176488995552,"b":0.0941176488995552,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3],"characters":"How does this apply to me?\n\nNow, consider your brand promise – not just your tagline or home page headline, but the value you want to convey every single time a customer interacts with you. 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And one of the first questions our brain tries to answer in those formative few seconds is, Can I trust you? Trust is essential to forming a relationship and especially so for companies offering high value, complex products and services. Unfortunately, good design is clearly lacking in many of the websites of these same companies.   That’s a missed opportunity to make a powerful first impression. A well-designed website does three things: Creates visual priority for your most important messages. Remember, our brains process visual data extremely fast. A well-designed website will draw visual attention to your most important messages.  Speeds the user to take action. A clean website design (and navigation) makes it easy for a prospect to not only know what you do, but how to engage with you. Quickly. Just as would expect from your best salesperson. Communicates the character and promise of the company. In the age of quick websites and templates, this is one of the most overlooked benefits of a well-designed website. In the way that a person’s clothing choices reflect their character, your website design reflects the character of your company. As Will Rogers once said (or possibly Oscar Wilde), “You never get a second chance to make a first impression.” And with your website, it may be the only impression you get to make. Now that you know what neuroscience says, shouldn’t you think about dressing up your best sales rep?","absoluteBoundingBox":{"x":57948.0,"y":4791.0,"width":311.0,"height":1224.0},"isolatedAbsoluteRenderBounds":{"x":57948.14453125,"y":4797.3359375,"width":308.9296875,"height":1215.0400390625},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":311.0,"y":1224.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0980392172932625,"g":0.0941176488995552,"b":0.0941176488995552,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutGrow":1.0,"strokes":[],"strokeWeight":1.10282826423645,"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"When people visit your website, it may literally be the first time they form an impression of your company. And one of the first questions our brain tries to answer in those formative few seconds is, Can I trust you?\n\nTrust is essential to forming a relationship and especially so for companies offering high value, complex products and services. Unfortunately, good design is clearly lacking in many of the websites of these same companies.\n \nThat’s a missed opportunity to make a powerful first impression.\n\nA well-designed website does three things:\n\nCreates visual priority for your most important messages. Remember, our brains process visual data extremely fast. A well-designed website will draw visual attention to your most important messages. \n\nSpeeds the user to take action. A clean website design (and navigation) makes it easy for a prospect to not only know what you do, but how to engage with you. Quickly. Just as would expect from your best salesperson.\n\nCommunicates the character and promise of the company. In the age of quick websites and templates, this is one of the most overlooked benefits of a well-designed website. 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What conversations did we never get tired of? What problems did we solve with the most insight? The more we examined the intersection of those two currents—the market’s energy and our own—the clearer the answer became: Our passion and strength is helping companies rethink their value—not their messaging, not their campaigns, not their creative assets. Their value. Once we embraced that, the entire business reorganized around it. Stress went down. Clarity went up. Confidence grew. And the work improved because the energy was aligned. If you want to find your next growth curve, follow the energy. Not just the market’s energy. 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does this apply to me? 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They are the ones who advance the sale, while the others are neutral or detract from it. The mobilizers share one thing in common: they each embrace change, unlike their four other counterparts.\n\nBut that’s where their similarities end. 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But those features are not true for 99.99% of other companies, including yours.","absoluteBoundingBox":{"x":58280.0,"y":2135.0,"width":552.0,"height":528.0},"isolatedAbsoluteRenderBounds":{"x":58280.14453125,"y":2141.3359375,"width":550.4453125,"height":519.152099609375},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":552.0,"y":528.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0980392172932625,"g":0.0941176488995552,"b":0.0941176488995552,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutGrow":1.0,"strokes":[],"strokeWeight":1.10282826423645,"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,10,10,10,10,10,10,10,10,10,10,10,10,10,10,10,10,10,10,10,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9,9],"characters":"The upshot of all this is that, while you may be spending time to make sure you have great content on your website, your prospects may not read it if the proverbial book cover is unattractive. The design of your website matters more than you might think.\n\nThink about some of the ugly websites you may have visited recently. What impressions did they leave you about the company? \n\nLikely, not favorable ones. One of the first impressions you may have had about them is that they were small and outdated. And that’s because you naturally associate a well-designed website with those of larger companies that already listen to neuroscience. \n\nOf course, you might argue that the Berkshire Hathaway website doesn’t do this and yet they are among the top 10 companies in the world. Yep. That’s true. And everyone who visits their website–that they care about–already knows about them. They have a well formed impression about the company from their vast reputation in the market. 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This is counterintuitive to common practice of personalized marketing to specific segment needs and is one of the reasons you should evaluate your brand promise from all three of the mobilizer perspectives. Does it offer a practical solution the Go-Getter seeks? Can it rally the heart of change the Teacher wants to inspire? Can it be achieved with the kind of certainty the Skeptic would get behind? That’s the mobilizer test. You might as well be asking these questions about your brand promise. 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At the time, that meant being a full-service digital agency for anyone who needed help: B2B, B2C, nonprofits, startups, professional services, and everything in between. If your phone rang and someone needed “digital marketing,” you said yes. That was the business model.\n\nIn retrospect, we were opportunistic. Not irresponsible, just unfocused. We believed our versatility was a strength. And while it allowed us to help a wide range of clients, it also prevented us from building the kind of clarity, distinction, and depth that define enduring firms.\n\nToday, we’re announcing something new—though “new” might not be quite the right word.\n\nCoefficient Agency is now simply Coefficient: the value design firm. \nYou’ll find us now at coefficient.xyz. \n\nThis is more than a change of URL. It’s a statement of focus, a sharpening of identity, and a deliberate step toward the work we do best.\n\nIt is, in many ways, a culmination of our own journey through the very advice we’ve spent years giving to clients. CEOs often come to us because they’re stuck—stuck in a plateau, stuck chasing the wrong customers, stuck trying to grow by doing more rather than by doing the right things. We help them rethink their offer, their market, and their next growth curve.\n\nBut in doing this work for others, we eventually realized we needed to eat our own dogfood.\n\nAnd so we did.\n\nRather than reinventing ourselves in one dramatic leap, we transformed ourselves incrementally, applying the same principles we teach every day: find a resonant market, build a bold offer, and commit to the next growth curve before growth stalls.\n\nLooking back, the transformation of Coefficient wasn’t just a business decision. It was an experiment in practicing what we preach. 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They want to protect the organization from stupid change. ","absoluteBoundingBox":{"x":56072.0,"y":3574.0,"width":552.0,"height":216.0},"isolatedAbsoluteRenderBounds":{"x":56072.22265625,"y":3580.09594726562,"width":545.7265625,"height":207.47216796875},"relativeTransform":[[1.0,0.0,300.0],[0.0,1.0,2722.0]],"size":{"x":552.0,"y":216.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0980392172932625,"g":0.0941176488995552,"b":0.0941176488995552,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3],"characters":"The Skeptic Lens: Protection\n\nThe Skeptic Core Question: Are there sufficient proofs that the promise is attainable?\n\nIt’s important to remember that the Skeptic is not resistant to change, they are resistant to stupid change–the kind that creates only change, not results. So, they’re checking the fine print, asking the challenging questions, assuming the worst. They want to protect the organization from stupid change. ","lineIndentations":[0,0,0,0,0],"lineTypes":["NONE","NONE","NONE","NONE","NONE"],"listStartOffsets":[],"lineStyleOverrides":[0,0,0,0,0],"lineTextDirections":null,"resolvedParagraphValues":{"0":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"1":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"2":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"3":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0},"4":{"listSpacing":0.0,"paragraphIndent":0.0,"paragraphSpacing":0.0}},"textAutoResize":"HEIGHT","style":{"styleIdForText":"StyleId:340c54c87dad56009945ed9a3419449c8986ec8a/2047:28102","fontFamily":"Satoshi","fontPostScriptName":"Satoshi-Bold","fontStyle":"Bold","textAutoResize":"HEIGHT","fontVariantPosition":"NORMAL","fontSize":16.0,"textAlignHorizontal":"LEFT","textAlignVertical":"TOP","letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":24.0,"lineHeightPercent":111.111106872559,"lineHeightPercentFontSize":150.0,"lineHeightUnit":"FONT_SIZE_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED"},"styleOverrideTable":{"3":{"styleIdForText":"StyleId:340c54c87dad56009945ed9a3419449c8986ec8a/2047:28102","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textAutoResize":"NONE","textTruncation":"DISABLED","lineHeightPercent":100,"lineHeightPercentFontSize":100}}},"2490:4622":{"type":"FRAME","id":"2490:4622","name":"Frame 323","absoluteBoundingBox":{"x":56072.0,"y":1810.0,"width":552.0,"height":1008.0},"isolatedAbsoluteRenderBounds":{"x":56072.0,"y":1810.0,"width":552.0,"height":1008.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,55.0]],"size":{"x":552.0,"y":1008.0},"fills":[],"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"HORIZONTAL","counterAxisAlignItems":"CENTER","primaryAxisAlignItems":"CENTER","primaryAxisSizingMode":"FIXED","children":["2490:4623"]},"2490:5681":{"type":"FRAME","id":"2490:5681","name":"Frame 157","absoluteBoundingBox":{"x":57164.0,"y":6093.0,"width":1152.0,"height":24.0},"isolatedAbsoluteRenderBounds":{"x":57164.0,"y":6093.0,"width":1152.0,"height":24.0},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":1152.0,"y":24.0},"fills":[],"visible":false,"strokeAlign":"INSIDE","layoutAlign":"STRETCH","strokes":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"layoutMode":"VERTICAL","itemSpacing":40.0,"counterAxisAlignItems":"CENTER","counterAxisSizingMode":"FIXED","children":["2490:5682","2490:5689"]},"2490:6732":{"type":"TEXT","id":"2490:6732","name":"Value design is both a business strategy and a human one. It lives at the intersection of what the market wants and what you want. Most businesses over-index on one or the other. Some owners love their business more than the market does. They push, refine, invest, and insist on a value proposition that simply doesn’t match buyer demand. Passion is necessary but not sufficient. Others do the opposite: they chase market opportunity long after their own internal energy has dried up. They stay out of duty, fear, habit, or sunk cost. But leadership without energy becomes mechanical—and it shows. Healthy growth requires both kinds of energy working together: Market energy: Do buyers value this? Does it resonate? Does it solve a real problem? Founder energy: Does this work energize me? Does this market interest me? Can I lead a team toward it? When we evaluated the next chapter of Coefficient, we didn’t simply ask, “Where is the opportunity?” We also asked, “Where is our energy?” What kind of work lit us up? Where did we consistently find flow? What conversations did we never get tired of? What problems did we solve with the most insight? The more we examined the intersection of those two currents—the market’s energy and our own—the clearer the answer became: Our passion and strength is helping companies rethink their value—not their messaging, not their campaigns, not their creative assets. Their value. Once we embraced that, the entire business reorganized around it. Stress went down. Clarity went up. Confidence grew. And the work improved because the energy was aligned. If you want to find your next growth curve, follow the energy. Not just the market’s energy. 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It lives at the intersection of what the market wants and what you want.\n\nMost businesses over-index on one or the other.\n\nSome owners love their business more than the market does. They push, refine, invest, and insist on a value proposition that simply doesn’t match buyer demand. Passion is necessary but not sufficient.\n\nOthers do the opposite: they chase market opportunity long after their own internal energy has dried up. They stay out of duty, fear, habit, or sunk cost. But leadership without energy becomes mechanical—and it shows.\n\nHealthy growth requires both kinds of energy working together:\n\nMarket energy: Do buyers value this? Does it resonate? Does it solve a real problem?\nFounder energy: Does this work energize me? Does this market interest me? 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