references/figures/eugene-schwartz.md

# Eugene Schwartz

## Contribution

A decision card for the Awareness & Market Sophistication school. Use the principles, not the personality.

## Principles

- match message to awareness state.
- market sophistication changes the burden of proof.
- channel existing desire rather than inventing it.

## Apply when

- The current decision matches this figure's documented area of contribution.
- The principle can be tied to evidence, a mechanism, or a testable assumption.

## Do not infer

- The figure's name does not settle a disagreement.
- Historical work is not evidence that a current market fact is true.
- Do not mimic personal voice, mannerisms, or biography.

## Connected theories

- `awareness-levels`
- `market-sophistication`

## Counterweights

- Compare with `philip-kotler` when the principle would otherwise become a universal rule.

## Sources

- `source:schwartz-breakthrough`