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Ryan Voorhees's avatar

Really helpful post. Frank makes “cognitive” more than persuasion by focusing on how people process information and decide under uncertainty, not just what they believe.

The targets-and-effects matrix is the most practical part: it keeps the term from becoming a catch-all and forces clarity about what is being targeted and what “success” looks like, including resilience.

It also maps cleanly to No Shots Fired: win below the threshold by creating confusion and delay so the other side self-deterrs while facts on the ground keep shifting.

Thanks for sharing!

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