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" ... It would seem that a majority of business people leave their real self outside their office door and become enactors of their title, with all the attendant words, systems and models that have been bequeathed to them from the past. Dogmas are never questioned. For example, parched business language has produced such taxonomies as “the purchase funnel” of awareness, familiarity, consideration and preference. However, the cognitive process people engage in that can lead to purchase is a much more convoluted, zigzag affair, that is rife with derailments of logic, and crafted by a person’s own brand of making meaning. ... "