Dean Graziosi argues that people don't act on what they should do. They act when they want something specific: a result at the gym, better health, a stronger relationship. In business, audiences buy and listen when they feel understood, not when they understand you.
People don't take action with things they need. They take action with things they want, right? How many of us need to go to the gym more, right? How many of us need to eat less sugar? How many of us men need to be better listeners to our other half, right? We need to do that, but we don't do it unless we want to go to the gym, want a more intimate, passionate relationship, want to be healthier, Right? People buy from you, learn from you, listen to you when they feel understood, not when they understand you.
