• Brands can create associations between tangible and intangible ideas
  • Associating services with desired intangible ideas can shape brand perception
  • Feeling sad or hopeless can be reframed as a lack of options
  • Anxiety can stem from a lack of prioritization and strategy
  • External perspectives can be valuable for identifying blind spots
  • Identifying and addressing constraints is crucial for business growth
  • Changing activities is necessary for achieving different outcomes

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