So the first tip is if you want to influence on your customer perceptions, use summative markers. A summative market is a shortcut in our minds. If I establish a relationship between my proposal and a third element, I am going to get to obtain, to acquire, part of the features of that thing to my proposal is not from one day to the other, but it's possible to do. Maybe some of you are thinking about, okay Daniel, thank you so much for this amazing tip, but I'm sure that this is only for big companies, great marketing budgets, where else. Okay, let's go into do that. Rassysky pours white water. Where do you think is this brand from? Where do you think is this water from? Switzerland. Finland. Finland, tell me. Switzerland, over there. Russia, okay, more? Iceland. So we don't know exactly where is this water, but we put on the north, okay? On the north. What are the features of this water? What do you think about this water? It's expensive, more. It's pure, more. Crystal clear, more. Sophisticated. So we are talking about a north water, expensive water, luxury water, pure water, very crystal clear water, in one word, the best water in the world, more or less, okay? The result is that you said what exactly I want you to say, because this is a fake. It's five minutes in Photoshop, I promise, five minutes, I am mastering Photoshop, okay? Five minutes in Photoshop, because class is key pours with water, that's an exist. And it's the proof that anybody using somatic markers can influence on people perception, okay? So tip number one, if you want to influence on people perception, use somatic markers.