# Marketing Mental Models

<div align="left"><img src="https://3944842272-files.gitbook.io/~/files/v0/b/gitbook-legacy-files/o/assets%2F-MFEctDDTdl9ayVGHOhy%2F-MFq8wjgAKfcSfpHDw7v%2F-MFqAKqaABx1L4buVwqB%2FJosh%20Kaufman.jpg?alt=media&#x26;token=2205a8ba-10c8-4c5f-9d0e-bbfb82bd162d" alt="Josh Kaufman" width="188"></div>

A bit of context: Early in my career, I had worked directly for Josh Kaufman. [More details here](https://kardev-consulting.gitbook.io/home-page/marketing-portfolio/growth-via-user-engagement).

## 19 Mental Models in Marketing

{% embed url="<https://personalmba.com/chapter/marketing/>" %}
A collection of mental models in marketing from the international bestseller The Personal MBA by Josh Kaufman.
{% endembed %}

1. [Attention](https://personalmba.com/attention/)
2. [Receptivity](https://personalmba.com/receptivity/)
3. [Remarkability](https://personalmba.com/remarkability/)
4. [Probable Purchaser](https://personalmba.com/probable-purchaser/)
5. [Preoccupation](https://personalmba.com/preoccupation/)
6. [End Result](https://personalmba.com/end-result/)
7. [Qualification](https://personalmba.com/qualification/)
8. [Point of Market Entry](https://personalmba.com/point-of-market-entry/)
9. [Addressability](https://personalmba.com/addressability/)
10. [Desire](https://personalmba.com/desire/)
11. [Visualization](https://personalmba.com/visualization/)
12. [Framing](https://personalmba.com/framing/)
13. [Free](https://personalmba.com/free/)
14. [Permission](https://personalmba.com/permission/)
15. [Hook](https://personalmba.com/hook/)
16. [Call-to-Action](https://personalmba.com/call-to-action/)
17. [Narrative](https://personalmba.com/narrative/)
18. [Controversy](https://personalmba.com/controversy/)
19. [Reputation](https://personalmba.com/reputation/)

## 19 Mental Models in Sales

{% embed url="<https://personalmba.com/chapter/sales/>" %}
A collection of mental models in sales from the international bestseller The Personal MBA by Josh Kaufman.
{% endembed %}

1. [Transaction](https://personalmba.com/transaction/)
2. [Trust](https://personalmba.com/trust/)
3. [Common Ground](https://personalmba.com/common-ground/)
4. [Pricing Uncertainty Principle](https://personalmba.com/pricing-uncertainty-principle/)
5. [Four Pricing Methods](https://personalmba.com/4-pricing-methods/)
6. [Price Transition Shock](https://personalmba.com/price-transition-shock/)
7. [Value-Based Selling](https://personalmba.com/value-based-selling/)
8. [Education-Based Selling](https://personalmba.com/education-based-selling/)
9. [Next Best Alternative](https://personalmba.com/next-best-alternative/)
10. [Exclusivity](https://personalmba.com/exclusivity/)
11. [Three Universal Currencies](https://personalmba.com/3-universal-currencies/)
12. [Three Dimensions of Negotiation](https://personalmba.com/3-dimensions-of-negotiation/)
13. [Buffer](https://personalmba.com/buffer/)
14. [Persuasion Resistance](https://personalmba.com/persuasion-resistance/)
15. [Reciprocation](https://personalmba.com/reciprocation/)
16. [Damaging Admission](https://personalmba.com/damaging-admission/)
17. [Barriers to Purchase](https://personalmba.com/barriers-to-purchase/)
18. [Risk Reversal](https://personalmba.com/risk-reversal/)
19. [Reactivation](https://personalmba.com/reactivation/)