Ever been instantly sold on a product before knowing its price? In this fascinating episode, Dylan shares a personal experience that reveals a powerful marketing insight: we often make decisions based on identity, not just value.You'll discover:Why Dylan almost impulsively purchased a $250 desk gadget he didn't needThe psychological difference between selling features versus identityHow we make purchases that reinforce 'who we are' or 'who we want to become'A simple 3-question framework to evaluate if your content speaks to identityWhy focusing only on communicating value means competing with logicWhether you're creating content, developing offers, or just want to understand your own purchasing habits better, this episode reveals the invisible forces behind our fastest decisions. Learn how to communicate in a way that makes people feel seen rather than just informed.

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