This is the most important framework/mental model I learned from the greatest marketer you've never heard of... Kevin Hutto. 

If you'd like to hear more of his ideas, you can check out the youtube video we published before he passed away, last year, here: https://www.youtube.com/watch?v=d24HIIe5AHY 

And his content on his channel here: https://www.youtube.com/channel/UCNEhLUlKTI4e2enZZER7YOg