DAVID ALLISON

• Who are you creating ads for? — consumer segmentation: think location, demographics, motivations, values 
• What is their role? — are you selling B2B or B2C, or both? Buying for themselves or for their organization? 
• What motivates them...

The first step to thinking like a monk is to get clear on your values. How?

1. List your values.
2. Identify the origin of that value.
3. Reflect on whether or not that value aligns with your true self.

Humans are not the object that you need to impress. They are neither worthy nor unworthy. They are just like you are.

You can't control others. Why not focus entirely on controlling your conduct and centering it around values that make you respect yourself?

Your expec...