 How does it feel when someone is trying to persuade you to do something? It feels like there is a you against them dynamic. That's what persuasion assumes. That the person isn't already happy to do whatever you also want them to do, right? So instead of persuasion, which by the way is what is typically taught in marketing and sales, which is what makes so many people dislike marketing sales, is this feeling that they're wanting us to do something that we don't really want to do and they kind of twist our arm with the right kinds of copywriting and then write incentives and maybe scaring us a little bit into, well, what if you don't do this? This is what's going to happen in your life. And then we finally buy and oftentimes when we buy out of someone having persuaded us rather than our own excitement, that came naturally because it's really what we wanted. But when we are persuaded to do it, we typically get buyers remorse afterwards. We regret because we've had time to sleep on it and really think about our decision and realizing I shouldn't have been persuaded to do that thing or to buy that thing. So instead of persuasion, I recommend alignment. So alignment is basically making sure that several things are aligned. The offering, your product or service is aligned with the person that they actually want it. They actually need it, okay? Which is aligned with the timing of when they want or need it, which is also aligned with the price that they are happy to pay. If you can align offering, person, timing and price, there is no persuasion needed. You simply need to whisper that alignment and you have a sale. You have a new customer, a new client. So how does alignment work? Two things. One is you need to understand the person that you're trying to align with. Are they really right for your offering? And by the way, does that mean your offering needs to change? If you want to serve a particular type of person but your offering isn't aligned with them, then guess what? Either your offering needs to change or you need to talk to different people. That's it, right? So you need to understand what kind of people you're trying to talk to and understand how do you align your offering with what they really want and need. And the other thing is to pay attention as you work with your customers and clients and what they really need and what they really want. So as you work with them, you make your offering more and more aligned to people like them. So one is of course conversations with prospective customers and clients, but two is just paying attention in the work that you already are doing with your customers and clients so that you keep aligning the offer and making the offer more and more effective for people just like them. So instead of persuasion, instead of learning all the persuasion tactics that you know don't feel great to you, instead of that, learn alignment. I hope this is helpful and always open to your questions.