references/theories/awareness-levels.md

# Awareness Levels

## Theory

Use this as an applied decision model, not as proof that the model is correct in every market.

## Use when

- Message failure may come from explaining too much or too little.

## Mechanism

Match problem/solution/product awareness to message depth.

## Applied marketing use

Set hook, education, proof, and CTA depth.

## Failure modes

- Treating awareness as a fixed identity rather than a buying-state property.

## Counterweights

- `market-sophistication`

## Sources

- `source:schwartz-breakthrough`