04/07/2023 FF: Creating Meaning

Alen’s Live Call Notes : Google Doc URL

The Call Recording : Replay URL

Opening The Call: Initial Discussion and Warmup

07:00 - Fahir Asks: How To Speak To Women For A Weight Loss Offer In A Story?

Most diets are made for men and men’s bodies, and most diets are sold by men to
women, that’s why they don’t work, etc.

Even in business meetings, everyone is still a human and stories are the best way to
communicate/build rapport, even in a professional context. We simply relate the
beginning of the story to what they’ve said and someone we knew in the past to segue
into our story and show them why it’s important. (That reminds me of this guy I met,
so-and-so, and he…)

Creating Meaning Call Begins

10:00 - Change Is Instantaneous: Creating Desire TO Change Is What Takes Time

All change functions this way. The thing that takes a long time is REACHING that point
of change; building the connection/desire/bridge to it. Because a decision is done
when it’s made, and change happens as a result of a decision.

Resistance to change is nothing more than a reason to NOT change - an excuse. This is
to conserve energy/familiarity and safety as staying the same naturally carries more
certainty than changing. Thus removing resistance is the final step to allow the desire
to change to reach the decision point, and then change happens instantly.

So when you have an excuse, that’s resistance. And the only way we can overcome
something that resists is through force - which means THINKING is a form of force to
solve a problem inside/within ourselves. It is an application of force against ourselves.

Instead, the goal is to let go of the resistance instead of fighting it. (What we resist,
persists.)

15:00 - Resistance As Thought

Any form of thinking is resistance. Thinking is a problem-solving activity; we don’t think

about drinking water or taking a shower, do we? In fact, when we START actively
thinking about things we normally do without thinking, we tend to mess them up and
get awkward.

And when there is a thinking decision to be made, that’s resistance. Resistance only
arises when our subconscious thinks there is some type of loss taking place. Hence our
call - what do you lose when you give that up? What are the consequences? One of the
primary motivating forces in humans is not so much desire but rather the consequences
(away from motivation; this is why more people are in away states than toward states.)

At the deepest level, we lose ourselves as our identity has to change to get the new
outcome; when we create change, the old brain cells die and so they are fighting for
survival. This means that at any point in our copy where the audience needs to think -
any time there is ABSTRACTION - there is resistance to our sales message. The best,
pure experience is the feeling state; this is why writing copy FROM the feeling state
makes for the most effective copy (edit in the thinking state later!).

Feeling state = no resistance at all.

(But it is impossible to exist in the pure feeling state; we can only improve our ability to
return to it and stay in it for longer - like we do with meditation.)

22:00 - Consequences vs. Desire: Novelty

Thinking is, at base, the seeking of new information. When we get stuck thinking about
problems or things, it means we are MISSING information and seeking new information.
We do this by trying to synthesize what we already know into a new form, connection,
or insight that makes the decision possible with our current resources; when this
doesn’t work, we Google, ask for help, etc.

This is why humans are wired for novelty - the constant seeking of new information in
order to make decisions with more certainty (safety). But certainty only lives in the
future - we cannot know until we DO and experience the resulting future as our present.
This is why we have to get their future self to give them permission (time traveling
between present and future outcomes in the copy). Therefore the most effective
marketing is new transformational information via novelty; information that comes from
“the future” - better yet, from someone who is experiencing the future WE desire
already (the guide, mentor, hero, etc.).

We have news, “Google search,” Facebook, and all of these tools that dominate our
lives BECAUSE they allow us to seek and receive new information regularly. What does
the subconscious need to feel safe? Info via novelty - news/gossip!

25:00 - Ali Asks: Difference Between B2B and B2C markets?

The currency changes. B2B buys the outcome to save time, consumers create the
outcome with the mechanism/tool they buy to save money.

28:00 - Knowing vs. Thinking vs. Learning

The subconscious is always seeking more information so it can go back to being in

peace, in its slumber, because we are the happiest when we do not think at all. That’s
because we can only do this when it feels completely safe, and the mind only feels safe
when it has the info it needs and is no longer in the problem state.

This is why thinking is actually the lowest level activity we can do, not the highest.
Learning is the highest, because once we KNOW (via learning), we don’t have to THINK
about it. We have the answers and they are available to us whenever needed - no
thinking needed to uncover them.

This is the source of pure confidence in all matters - trust in this inner knowing.

Learning has many modes, direct (1st hand) and indirect (2nd, 3rd hand experience);
the best is 1st hand experience, but this is limited due to time and also riskier due to the
potential loss of resources when we naturally make mistakes. 2nd hand is the next best,
as we do here in FF with mentorship and teaching, and then 3rd-hand is 3rd best -
books, etc. which are static sources of knowledge that are one-way conversations,
passive experiences we simply remember and trust.

The only time we seek information is when we have uncertainty, which creates an
unsafe place, which is a PROBLEM state. In order to SEEK certainty and go to a safe
place we seek information - we seek a solution, and respond to potential solutions,
because we have a need - certainty/safety. That’s why a response always signals a
need.

34:00 - All Forms of Thinking Are Based On Comparison and Judgements

Because the ego learns from differences uncovered through comparison and judgment,
it is based on fear (ego is defensive). Otherwise, we have no need to compare and
judge; these are the basis of decision-making. In order to decide (cut away other
options, choose just one) you have to kill something (opportunity, possibility, past
identity, etc.) Thus thinking is a fearful activity.

Why would we resort to violence unless we were afraid - anger comes from fear of our
boundaries being violated, and thus loss of our safety. Violence is one response to this
need to protect ourselves from this loss - and usually occurs when our “thinking” turns
up no other solutions (otherwise, we generally don’t CHOOSE to put ourselves in unsafe,
uncertain, or unpredictable situations like physical conflicts.)

38:00 - Ali Asks: How Are You Linking Judgment and Fear?

Whenever we’re deciding, we’re creating an awareness of loss in the subconscious - as

we have to trade something to get the new thing, so every decision involves a loss. We
have to say NO to something before we can say YES to something else - as a result, we
weigh these options through comparison and judgment in order to “do the math” on
which choice is the best one. The best one will be the one with the LEAST loss/cost in
the trade to get the “gain” according to the value we attribute to the outcome - which
is why sometimes the decision is to do nothing at all, as we don’t value the gain enough
to give up anything we already have.

There is ALWAYS a cost/loss in order to gain something new.

41:00 - All Conflict Comes From Differences

Differences sow seeds of destruction. In marketing, we can seed differences from the
very first interaction in order to plant the seeds of destruction of underlying
beliefs/identities that are blocking/resisting their purchase/change/transformation.

Alen gives the example of telling a friend who was interested in a particular watch that
only “middle managers” wear it. Now that friend will never buy that watch as he lost
interest immediately, because he doesn’t identify as a middle manager, and doesn’t
ever want to - he sees his current identity as above a “middle manager” and won’t give
that up for the watch.

45:00 - Ali Asks: How To Increase The Chances Your Audience Will Accept The
Seeds?

We work on the who level; we work on the identity level because we’ll know in general
how our audience currently and WANTS to see themselves/identify.

The differences need to be sown on the identity level in order to “shake the tree” of
beliefs that are all intertwined with their identity, and remove/replace the ones that are
resisting the change.

47:00 - Isaac Asks: How To Create Identity Differences For Women?

It’s about how other people see them, usually. With men, it’s about status in the
hierarchy.

47:00 - Meaning Is Created Through Differences

Since all conflict comes from differences and our survival depends on being able to
navigate conflict, that means that we create meaning out of differences. So the
meaning is created from discerning how this is different from that - it’s the in-between
space. It’s why we think of people who are different and aggressive to us as “mean.”

We are also always selling the “means” - the method of creating the OUTCOME, the end
they desire. The product is the means, the mechanism is how the “means” function to
create the end they desire.

As meaning is derived from differences between two or more “points” in relation to each
other (comparison), WE are one of those comparison points. The space between us and
the other points is where meaning emerges when it comes to identity and so on.

The difference is the meaning of the space between the points:

Point A ------------------ MEAN ------------------ Point B

|
MEAN
|
------------------------------ You ----------------------------
If it’s meaningful to us: MEANING-FULL = full of difference. What defines the difference
that makes it meaningful to us? The ability to GAIN status/security/reproductive rights
(or lose them!)

This is why we tend to think in dualities - we require “reflections” and comparison in

order to create meaning, and this naturally leads to polarities, dualities, and so on. This
is the basis of political systems and creating meaning through identification/affiliation
- we see this in the way that Republicans and Democrats are defined less by their
values/platforms now and more by what they are NOT - they are everything the other
side is NOT.

The bigger the difference, the bigger the meaning.

54:00 - Isaac Asks: Does Gender Play A Big Role In This And How It Plays Out?

Women actually have a more sensitive ego than men because they notice more details
and are more interpersonal than men, who pay more attention to generalities.

59:00 - We Only Detect To Differences That Are Valuable/Meaningful To Us

We only value what is meaningful to us (our survival, safety, etc.) and we cannot value
anything in isolation, thus meaning also operates in that in-between space or
comparison. Meaning and value are two sides of the same coin.

The differences that matter to us are the ones that carry consequences or gains for us -
we are especially sensitive to consequences as fear of loss is our primary motivator (it’s
required to stay alive/survive - fear of loss of life.)

This is how exclusion works to create desire, status, and meaning - it defines a
difference between MOST people and a rare few, thus status and value. Exclusion is
social consequences, in this case, the consequences of being perceived as having
lower status and/or having fewer resources.

Sociology works on exclusion. What’s exclusion? Social consequences.

1:03:00 - Ali Asks: The Differences In Ego Between Men and Women - Relational vs.
Functional Status Items?
Human relationships are more sensitive as they are always in motion - moods,
behaviors, and contexts are changing constantly - so women need to be more aware of
smaller differences. But functional items are more static, therefore require less detailed
differences.

1:05:00 - Zell Asks: How Do We Regulate This Information For Our Potential Buyers?

Control the environment, in order to control the information/context used to make

meaning =)

1:06:00 - Meaning And Awareness Levels

Meaning is about what makes a difference to someone. Difference to what? Gain

status, security, reproduction, position, resources, etc.

If the market is hyper-aware, they already know the meaning so we just present the two
endpoints of difference and a bridge/mechanism between them.

Start —------------------ MEAN —------------------ Outcome

If the market is not aware, then you can define the meaning, or you can change the
meaning in order to create the bridge/mechanism to the outcome that they are missing.
You can highlight differences in order to create meanings that work for you, and this is
very powerful when done using limitations (theirs and those of alternative options).

1:09:00 - Meaning And Ego

On a deeper level, the loss and gain that defines the meanings/differences that matter
to people are about what the EGO stands to lose/gain - the growth or shrinking of the
ego.

This is directly tied to status and security (since the ego is defensive and operates on
differences/comparison to others), increasing or lowering the probability of survival
and reproduction. So this is mental meaning.

The study of meaning is the study of differences. This is because the brain is a relational
database that builds meaning through the comparison and definitions of information in
the environment. As we define, we confine, and these boundaries then also create and
define differences at the same time.
define = confine = creation of difference (ego separation)

1:14:00 - Meaning and Price Elasticity

The bigger the difference-> the bigger the transformational VALUE -> the bigger the
price elasticity, and the more you can charge.

This is because the things we sell are ultimately bought to change who we are…THEY
MAKE US DIFFERENT than we were before, and different than other people like us
(better!). This is done by purchasing something that is completely different than
everything else in the market.

1:16:00 - Writing Ads To Differences: Brands Vs. Backstories

Your ads should be based on the difference, as well as your mechanism. “Here’s what
makes this different _________.”

Everything has a backstory but a brand has heritage. Heritage is a story that goes back
in time, which nobody else can tell. Pedigree is generations back that stood the test of
time - a difference that persists through more TIME than other people. Brands with
more pedigree have more price elasticity as a result - they provide more CERTAINTY
due to the length of their successful history; the further we can project backward, the
further we feel safe to project forwards too.

So the stories of how it was made, who made it, and how it was discovered are where
the meaning is made, and the differences.

1:20:00 - Contrast and Conflict

Contrast is what creates awareness of differences, and that is when conflict arises. The
only way to resolve inner conflict is to acquire/absorb it to remove the difference and
make the meaning ours.

So when we absorb it -> it modifies us -> and now we are different and have a different
meaning to/in the world.

This is why they say opposites attract - but similarities are what enable long-term
success because once the opposites get to know each other, differences emerge and
conflict follows.
1:21:00 - POV Shiftings Based On Meaning

When it comes to POV shifts, the shift is really in bringing awareness to a positive or
negative of this difference which makes the meaning positive or negative in turn.

How do you make a rock worth something? You get people to want it, by changing the
meaning and focusing on lack. Then you create a difference in others not having it,
which is the modifier of the rocks’ value; we see this with beanie babies, Rolex, etc…

1:24:00 - The Hierarchy of Differences And Emergence of Decisions

The base layer is identity: women, men, etc. Then there are social differences, income
differences (resources), skill differences (capabilities), awareness differences, etc.

The more of these differences you can find and define, the more meaning(s) you can
create to build desire.

All sensations and feelings come out of differences; contrasts in the experience,
differences between one moment and the next; hot coffee, cold air, wind, etc.

Low emotional states are created out of negative differences; high emotional states
are created out of positive differences. These are differences in situations,
circumstances, etc. When the difference is big enough we are put into an unsafe space,
and this creates a NEED/desire to move back into a safe space.

This is where decisions come from. The weight of these considering these decisions
(indecision) causes stress, and stress is amplified if the consequences of those
decisions put us in an unsafe space or fail to move us into a safe space, which is why we
often stay in a state of indecision until it begins to cost us more than it protects us.

Then to take it further — we can focus on the EXCLUSION OF IDEAS from the group bias
once we put the entire group in safe space. So we say, “This idea threatened (or IS
threatening) our safety,” in order to insulate them within the group and want to STAY:
staying in the group = staying safe. (politics!)

Example: Communism is a threat, here’s why: [differences between capitalism and

communism]

Ray Peat Writes:

“The huge amount of money the CIA had from the Marshall Plan allowed them, starting
around 1950, to shape the culture and political movements in the US, providing carrots
to complement the FBI’s sticks. Their biggest achievement has probably been to
obliterate coherent thinking about the meaning of “left” and “right” in politics. People
with policies very much like Mussolini’s call themselves liberals, and promote war. The
culture has been shaped to exclude the idea of class from political thinking. Several
years ago, when John Edwards’ spoke of social class issues during his campaign for the
presidency, the media immediately stopped treating him as a viable candidate. Trump’s
focus on class issues helped to enfuriate his opposition, but didn’t stop people from
voting. If class becomes a continuing part of political discussion, it might lead toward a
restoration of democracy.”

1:33:00 - Significance: Meanings That Touch All Areas Of Our Lives

Now the difference between meaning and significance is just that. Significance is
bigger in scope and it affects ecology, meaning things around them, not just them or
their experience.

Significance expands into all areas of life, family, friends, future, past, jobs, etc… This is
why SOCIOLOGY is so much more powerful than just psychology.

Thus we create meaning by understanding how our audience is CURRENTLY

seeing/experiencing the world so we can highlight/define the differences that will
create meanings that move them in the way we want them to move. (POV shifting)

Q&A and Group Discussion Begins

1:35:00 - Wes Shares: Mad Men Example Of Making Meaning

Classic: “It’s toasted.”

While all tobacco was toasted, nobody was saying it, and thus the first person to say it
creates the difference and defines the meaning - creating the “lack” of other
competitors doing it simply because they don’t talk about it and so it’s assumed they
don’t do this. Then, if they start talking about it too, it is perceived that they are
imitators since they weren’t the first to mention it.
1:36:00 - Isaac Asks: Is This Accurate?

Creating Meaning = New Difference + Who + Transformational Gain + Gender +

Sociology + Market Maturation Cycle

The hardest person to sell is the one who is indifferent (because they are already
content.)

Creating meaning is defining the difference between two points; either two points
they’re already aware of, or by introducing a new point to compare against. The more
instantaneous (readily apparent/understood/urgent) the difference is, the bigger the
response will be. The bigger the response, the bigger the price elasticity.

1:39:00 - Zell Asks: What Do You Mean By Instantaneous?

This is exemplified by selling prevention vs. cures - what is the NOW

problem/impact/outcome versus the later one? Example: save X later vs. currently
losing Y, highlighting what they are currently losing will be more effective because it is
instantaneous/happening RIGHT NOW.

1:42:00 - Ali Asks: Changing Associations - Is There A Better Way To Speed Up The
Change Of Associations?

Yes, utilizing sociology and other people, in order to amplify the power and make it
easier to SEE, as well as safer to do. We can do this with exclusion vs. inclusion - if we
don’t have what other women have, we’re different in a negative way (exclusion), if
we’re the only fat guy at the pool, etc.

As well, when other people are doing something, it is safer to also do it if we want to -
then when enough people start doing it, it becomes less safe to NOT do it as well.

(Great example:
https://www.ted.com/talks/derek_sivers_how_to_start_a_movement)

1:44:00 - Zell Asks: So All POV Shifts Begin With A New Interpretation Or Awareness
Of A Difference?

Yes, the POV shift is one layer above - this is the deeper level of POV shifting.
Why would anyone change if there were no differences? People will change to the
degree they can, based on their limitations - criteria are important in determining what
differences and changes they are capable of.

If we can get people to IMAGINE social situations we can create the same irrationality
people experience when IN or interacting with groups as well. This is why “identity” is so
important to politics, activism, subcultures, and other movements.

1:47:00 - Idan Asks: So Risk Comes From Differences As Well?

The meaning of risk is also in the space between points A and B - what is lost that
cannot be recovered in the movement/transition between those two points. All
meaning, including the meaning of RISK, comes from differences.

We have differences, in which meanings are made. Then out of meaning, beliefs energy,
and out of those beliefs, the structure of identity is formed. (ego separation on the basis
of differences)

1:49:00 - Examples of Differences Used In Marketing

PC vs. Mac; the man who read the Wall Street Journal vs. the man who didn’t; Rolex
heritage vs. all other watchmakers, etc.

1:51:00 - Ali Asks: Understanding Check

Undelete, Undistort, Ungeneralize - the ego’s understanding of the world is the map of
their world, and undeleting/undistorting is introducing something new to the map in
order to grow/expand it. Generalizing is the way we describe the map to make sense of
the new spaces that we can use to understand and predict the future.

Maximize, Minimize, Simplify are supporting mechanisms to the differences in order to

remove/reverse risks, objections, and make outcomes more likely/accessible.

1:52:00 - Wes Asks: Looking At The Examples, The Product IS The Difference?

The mechanism makes the products different from other products, the product itself is
the difference that enables the outcome - for example, for men HAVING the difference
leads to more status, and for women NOT having the difference leads to social
exclusion.
1:55:00 - Wes Asks: In Follow Up, To Apply This Practically - How Can We Use This
To Make A Commodity Different?

Add or remove elements to change the meanings and perceptions, so it’s not like
anything else - it’s different. Pair this with maximize, minimize, and simplify.

In this case, wealthy clients, not just any clients.

2:00:00 - Brad Asks: What’s The Mechanism Of Acceptance Of Your New Meaning -
Do We Need To Have A Relationship/Trust First?

Yes, in the example of politics people vote based on their identities - they vote for what
someone represents. We can’t change the identity/representation without some level of
rapport and trust - the ego naturally defends against this unless it sees us as “just like
it” or otherwise “sympathetic.” If we open on a difference, we will immediately place
ourselves in opposition to them. This is why rapport-building and trust are so important
before we can do any change work, and why we need to know and understand our
audiences to meet them where THEY are before we try to move them to the position WE
want them to occupy (with us).

Once we have this, or at least are not perceived as an “attacker,” they’ll be more open
to hearing us. This is why we open on similarities, before moving to differences - and
why we position ourselves as on their side and the differences are between “us” and
“them.”

Example: Muslims have some of the best conversion rates, and they do this by
highlighting all the similarities between their faith and the convert's current faith, then
they frame any differences in a positive way; because they don’t open with
opposition/attack, they are able to build common ground and create a bridge of new
meaning that leads to the conversion to Islam.

2:05:00 - Zell Asks: There Seems To Always Be An Implication In All Messaging That
Communicates Meaning - How Deep Do We Go With This?

If they’re very aware of all the points, we just create meaning between them in a
mechanism. If they are not very aware, we have to create new differences by defining
new points before you can connect them.

In every statement we make by taking one position, we naturally exclude and create an
opposing position - defining = confining = separation/exclusion. (This is the basis of
sub-communication - when we’re aware of what is being sub-communicated as a
result of what we’re saying overtly, we can USE sub-communication as a channel to slip
more meaning and agreements into our processes.)

When we make identity statements we subsequently exclude all other identities - this is
how we can trip people up and trigger the ego in our favor to re-establish/reinforce the
identity he WANTS to have versus the one that is being imposed on him should he make
this decision versus that one (the one we want him to make).

Which people mean the most to us? Our parents, because they made the biggest
difference in our lives. The things that make the biggest difference to us are also the
things we value most and pay the most attention to, as well as remember best. This is
also why we only remember the most extreme/different and recent of our experiences.

2:11:00 - Zell Asks: How To Decide What Definitions/Differences To Use?

This depends on the limiting beliefs they are most aligned with; worthless and hopeless
are more away state, while helpless are more toward.

However, every problem is an away state - nobody wants to move into a

problem/unsafe state. This is why we also start with a difference that puts them into a
problem state; we can’t have a solution without a problem.

If they already are in a problem state, they have already associated meaning with that
problem - so we insert a different meaning to change their trajectory toward our
solution versus the one they think they need or other alternatives. We can also amplify
the problem with a bigger difference than they were previously aware of in order to
increase the significance of the problem, to create more URGENCY so they’ll act/buy
NOW and not later.

2:14:00 - Idan Asks: The Different Levels/Forms of Willpower

The lowest form of willpower is based on desire; this is an illusion of choice but not
exercising real willpower. This is reactive, as desire is generally reactive. Real willpower
is proactive.

The true choice is not participating in most choices at all and being indifferent; when
we are motivated by desire and exercising “willpower” to choose between options
presented, we are just reacting to the options presented to us, not considering whether
we even WANT to engage with that choice. (Is it even worth our time, will it even impact
what we REALLY want, etc.)

Most of humanity is walking around reacting to everything that happens around us or to

us, and exercising this “illusion of willpower” between the options presented to them.
We can tell the difference between when people are considering second or third-order
consequences/opportunities as a result of their decisions/desires - they speak about
the “investment” of it. This means they are exercising real willpower, not just reacting to
a choice that’s been presented to them.

This is why there are different forms of fasting, not just food but material, sexual,
experiential, etc.

2:20:00 - Ali Asks: What About The Dan Pena Idea Of Exposing Yourself To Luxury
To Change Your Idea of What’s Possible?

Alen thinks Dan Pena is not as wealthy as he makes out, and is skeptical of some of his
advice as a result of some of the claims he has made and the credit he has taken for
successes he wasn’t really involved with or responsible for.

The benefit is more to just normalize the experience of it so it doesn’t feel out of reach -
make it more easily “imagined.” But most of the truly successful people waited to
indulge in their luxuries until it was WELL within their means, and after they had reached
their goals. In the pursuit of their goals, they resisted anything that wasn’t
productive/conducive to the goal and were not distracted by material items, status
symbols, partying, sex, etc.

This is genuine willpower - we need this to actually change anything, otherwise, we’re
reacting to our current identity, constraints, limitations, and desires, thus perpetuating
them (homeostasis - we have what we need and tend not to get any more than what we
need). If we are susceptible to wants, we are also distracted from what we actually
NEED to change.

When we have LARGER goals, we then can get the things we NEED to make that goal a
reality - we have to need these things for a PURPOSE, not just to have. This is because
novelty wears off and if we didn’t actually change anything long-term, there is no point
- no need. Because we do not need to have much to maintain/sustain our current
lifestyle - we only NEED new/more things to CHANGE something.
This comes back to needing to have bigger goals/purposes than just the reward. The
reward is the side-effect or consequence of achieving the actual goal in service of
others.

2:32:00 - Isaac Asks: Is The Need Attached To The Hierarchy of Vision?

Yes, exactly. People with a hierarchy of vision have a higher need and therefore make
more money, as their needs are bigger in order to achieve the goals they have in service
of others/real change.

This comes back to needing to have bigger goals/purposes than just the reward. The
reward is the side-effect or consequence of achieving the actual goal in service of
others.

2:32:00 - Wes Asks: Attacking Identities Attached To Objects That Carry Status
Sociologically?

This is an attack on past productivity/activity and devaluing it in the present in order to

reduce status - inducing loss in their current situation in order to move them into an
unsafe place even though they haven’t changed anything/done anything themselves
and weren’t experiencing this problem.

The attack is based on what they are doing, which is based on what they know, which is
what their identity is built on. This is how we shift the meaning and replace the old way
with the new way, by attributing that old meaning to the NEW thing now. So if they
don’t get the NEW thing, they can no longer enjoy the status/security it was giving them
(Simultaneously, the old thing is now relatively worthless, as its meaning has been taken
and put somewhere else.)

Activities are markers of status as well: “Only poor practice owners run their own
marketers; only people stuck at $10k per month run their own ads, etc.”

2:36:00 - The Value/Meaning Of The Product Experience Is Also Created Through

Difference

This is the difference between the expectation created in the marketing vs. the reality
of the experience with the product, which in turn creates the meaning they make about
the product, you, your brand, etc. Therefore we all compete on results created by our
products now as a result of the market sophistication/stage.

2:40:00 - Brad Asks: How Does This Stuff Apply To Commodities?

Example: honey

The community shares ideas for how to differentiate honey.

2:46:00 - Alex Asks: To Describe The Differences Of A Product, We’re Assuming

They’re Aware Of Alternatives (Solution Aware) - What If They Aren’t?

We create a new meaning for why whatever else they tried didn’t work, and how/why
this is different from anything else they’ve tried or the usual solutions people try.

This also occurs with marketing models and formats - we create meanings with
specific formats (watching a webinar means I’ll be pitched) that then change how
they’ll perform and when we can/should use them.

2:48:00 - Wes Shares: Differentiating Process or Ingredient For Commodities

TAKEAWAYS:

-> Create differences from the very beginning

-> All the meaning and therefore money is made in the differences
-> By defining you confine so you create difference
-> We have many points a and b, and the difference between them is the meaning; You
can create the point a + b, the differences and the meaning
-> Saying there's a difference with your product can be more important than the
difference itself
-> Indifference is more powerful than persuasion
-> Whoever cares less has the power in a relationship
-> The law of the one who has the most option
-> People who WANT don’t get it. People who NEED tend to get it. Expand the NEED,
then you attract it to make it rain.
-> Comparison -> Judgment -> Decision

Notable Links:
2 Guys on Wall Street Ad
https://swiped.co/file/wallstreet-letter-conroy/