When I say "notebook" what do you picture?

You might picture a Field Notes branded note book, one from school when you were growing up or something like a three ring binder.

I don't know what it was, but the thing that I can bet on was that it s a different picture from what is in my head.

Different people have different pictures of what different words mean to them in their head.

If you seek to do effective marketing, you must first understand the picture that is in their head.