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hello Veit here with a quick overview or insight into the product launch blueprint Jeff Walker just released today. so what weve got here on the screen is his blueprint its a big PDF theres a ton of content in it and a lot of people look at product launch formula as something that is basically based around this one thing here which we see here the mental triggers okay and I have to admit Ive been in that camp for a long time myself kind of saw that as the main point of product launch formula what it is its basically a form of Cialdini. Youve got reciprocity youve got anticipation youve got social proof youve got scarcity all these things that basically is Cialdini in a nutshell what makes people pay attention to you and then take action these are hard-wired responses theres nothing you can do about it and as a result they are very very effective and a lot of people have that as a criticism of product launches in general and then product launch formula but they say well you k