If two different people interact with the exact same marketing system and end up choosing different paths, the system isn’t the variable—the inputs are.

But the differences between those inputs are not things like age, height, ethnicity, religion, or location. The real difference is psychology.

What something means to a person depends on their worldview, values, beliefs, and internal motivations. These psychological factors determine how they interpret your system and which direction they choose.

This is why we focus on psychographics, not demographics.

We want inputs (people) who are psychologically aligned enough that when they enter the system, they produce similar outputs. This gives us the ability to tweak the system effectively and predictably to create the change we want.

Before defining the psychographic profile of the people we seek to serve, we need to understand what the marketing system actually is. Once we understand the engine behind the system, we’ll know exactly what type of input creates the output we’re aiming for.

That’s what the next video will cover.