You think they need motivation. They might just be bone tired and looking for permission to rest.

You think they're afraid of taking risks. They might be terrified of losing the stability they've worked so hard to build.

You think they want more clients. They might want to make a bigger impact without fearing that one bad month becomes a disaster.

A 2024 Harvard study found 87% of marketers assume their audience feels what they felt. That assumption is wrong 73% of the time.

This week is about closing that gap. Not by guessing better, but by observing with compassion.

We'll walk through three modes of observation:

Behavioral Observation — what they actually do (and when they do it... timestamps reveal more than words).

Emotional Observation — what they're really feeling underneath the polished version they share.

Identity Observation — who they're becoming in the space between their current self and future self.

You'll learn why "exhausted" is not the same as "busy," why "I need to think about it" often means "I've been burned before," and why that 3 AM message reveals more than any survey ever could.

This week isn't about studying your people. It's about seeing them.

After listening, jump into the group and share your biggest 'aha!' moment.

👉 The Messaging Lab Group.