goal - speak to potential clients - captures essence of approach - main points - personal development is necessary for fulfillment - fulfillment is about alignment of actions and ... - attention -> awareness -> understanding - change is hard and is supported best by systems rather than motivation - explain specific cases where can help - tone: empathetic, professional, warm, understanding, direct, clear, authentic, empowering [[landing page design]] ![[chap hero section - landing page#Current]] ![[chap problem recognition - landing page#Current]]