This is easy to say and lots of folks say it. This article says it, too. However, I liked it primarily because it illustrated a practical way of achieving "lo

This is easy to say and lots of folks say it. This article says it, too. However, I liked it primarily because it illustrated a practical way of achieving "low cognitive overhead", viz., creating narratives around a hypothetical customer's emotional state. What are they feeling? What are they anxious about? What are they trying to achieve and why?