Here’s a story.
There is one engaged couple.
What do they do?
They’re going to honeymoon.
They come back.
They buy an apartment.
They buy a car.
Here’s couple is 50 years old.
They divorced.
What do they do?
They get married.
What do they do?
They’re going to honeymoon and buy fridge or something.
Is that the same segment?
The same one?
No?
Why not?
Why is different?
The point is focus on a process.
Don’t care about …you know.
Here’s another story.
I go online.
I buy something for my wife.
Who am I?
Do you know who I am?
Do you know my wife?
The only thing you can tell is that I bought domestic articles or something like that.
I buy some toy for my daughter.
Can you tell who I am?
No.
I buy some for me.
I like Chinese philosophy.
I do meditation.
I have environment on my mind and like to drive a PRIUS I bought.
Can you tell who I am?
No.
I study Marketing, and like listening to music, favorite is John Frusciante now, and started to be interested in cooking but not so much.
Can I tell who I am?
No.
What people do is more concrete than what people think.
Process could be Evidence more than Idea.
Result can be Evidence more than Process.