Welcome back to another episode of the mind of George show for a winning Wednesday. I'm all amped up full of energy. I just got off an amazing, like two and a half hour office hour call with my mastermind and it got my brain spinning because we talked about everything from email fulfillment sequences, and we took five emails and turned them into 30 that basically guarantee the results of a customer who spends money and makes them feel safe and accomplish the goals that they laid out to promise. And we talked about building models and business. So there's always this map, right? And this really clear map for your customers that make them feel safe.So they know that there might be five things to do or 10 things to do, but all they have to worry about as the one, because you've already laid out the steps for them, even as simple as one word per step. And we covered all of that, which then led me into this, which is a question I get all the time and it's how you can change your customer's lives.And I have, if you guys are watching this video and I'm looking at my iPad, I have notes in front of me. Cause I had to like, literally write this one down in a note format. So I could get it all because I'm so excited. And so I'm recording this on new year's Eve. It's new year's Eve, and we are getting ready to road trip to Montana with four horses, three snakes, two kids, one wife and myself, and not an order of priority.And so I'm actually really excited to share this. I'm having a little bit of anxiety right now because of the unknown, but I'm. I'm literally so excited to start 2021 on an adventure with my family. And it's a real big Testament to the work that I do on myself. And the things that my coaches and my teachers have helped me with because some of  lot of my childhood is spelled in disarray or homeless, sleeping in cars or my friend's couches. And we're giving up our home here and there's no available real estate in Montana where we're moving and so where Airbnb and making an adventure. And so I'm excited to share about that and I'm sure I'm going to have plenty of stories about that, but for today, I'm going to get right into the episode now.Oh, and how you can change your customers' lives and so what do I mean by this who, I mean by this, is that everything that we do in business, in marketing and in really in life is taking people that come across our path and taking them on a journey. And so if we're in the game of marketing, which most of us are, we have a product or service, then we're really in the game of attention. But what happens after we get that attention is what determines the success of our business. And so in order to capitalize on the attention, you have to know where somebody is and then where they want to go and really to get the right attention. You also need to know where they are so you can speak to their current state.So one of the things that I talk about in our lighthouse method course. This is what I call the captain's assessment. And the captain's assessment is like a, my version of the avatar. And it's broken down in a couple simple ways. It's the before state objections that get in the way after state and then ask. And then at those, there are levels. And the three levels are rocks, reefs and Shoals and rocks are external beliefs. Things that we can look at a customer and we can see their experience and they might have low energy or look tired or be fatigued or be overweight. Those are external. Then we have internal. These are the internal dialogues that they're having like, Oh, I'm not good enough. I'm fat. I don't want to work out whatever comes up for them. And then the deep levels we have paradigm. So that's how I teach it.But when we really think about how we change our customer's lives, we have to know their current state. We have to know where they want to go. We have to know what keeps them stuck. And then we can start bridging the gap between where they are and where they want to go and g