Welcome to another Monday minute. And today we have a really good question. I have it written down right next to me, what actually influences a buying decision. And when we think about buying could be buying with a credit card or buying with attention, but one of the things that has been popping up all over the place and coming up over and over in questions I've been asked and people in my courses and students and clients.Is what influences a buying decision. And the answer to that is not by selling the modalities. Not by selling the features and the benefits, but it's by selling the after state. And what do I mean by the after state? Like we understand that a protein powder is a good protein powder, but nobody is buying the protein powder to have the protein powder. Nobody's hoarding protein powder or collecting it or adamant that there are, I'm sure it's the internet.You can find one. But they're buying the protein powder to utilize it, to get to an after state, to get to a different state of their life, a stronger body, a more recovery, a weight loss. And the protein is the tool. And so another example would be a car, but we don't just sell cars. We sell different brands with different features, not because we're buying quote unquote, just the quote unquote car we're buying the after state that comes with it to social status, that convenience, a car that drives itself. The cruise control that's adaptive the tech inside of it. But what that's really doing, isn't just giving us a benefit of the car. It's giving us a benefit in our life. It's allowing us to do something, so when we think about this buying decisions are not logical, they're emotional. Tools are logical.You know what a hammer does, you know what a hammer does, but it's just a tool. You need a plan and a carpenter to build the house. And so when we think about it, what people want is they want to buy the house. And then once they're clear on buying the house, then we give them the tools that help them get there.And I've just been seeing a whole lot of this and getting asked all the time by people won't buy people, won't buy them. Like they don't care how many modules are in your course. If you think about it, if I was like, Hey. If you give me $5,000, I will 10 X your business with one one-hour video. Or if you give me $5,000, I'll 10 X your video with 56, 10 minute videos. Of course, you're going to choose the path of least resistance, but really what you're hearing. Is that they just want to 10 X their business. And they're willing to invest that. And so when I go into selling the features . It has this and this many modules and this many of this, and this many of this, what I'm actually doing is what Jonah Berger calls and creating reactants.I'm pushing people further away because I'm, over-complicating it. And I'm making it logical and removing it from the emotion I'm taking it from their heart and into their head. But all the decisions, even where they give us attention. Nobody follows you on Instagram because you tell them that you're going to post an image every day at X time.It's what's in the image that they're pursuing you posting daily is what creates consistency, right? But that's not what they're after. That's not what they're following you. They're not following you for your consistency. They're following you through what you're posting. And one of your modalities is consistent content to help them.And so when we think about this, you have to look at your business. You have to look at your marketing. Heck, you have to look at how you lead your team. And you have to focus on the outcomes. You have to focus on the after state and a prime example of this is Apple, right? Like you won't go find Apple marketing. That's it has this processor and this now with their Apple events, he asked. But if you look at their commercials, what do they help you? Do? They help you simplify photography. They show you what. How good your photos will look how easy your pho