The document discusses shifting focus from awareness to action in marketing and communications. It argues that the traditional AIDA model of increasing awareness to drive sales is unrealistic, and that a better approach is to make action the priority. This "inverse AIDA" approach involves determining the prerequisites to purchase, framing the call to action around important actions rather than just awareness, and explicitly stating the role of communication in the creative brief. Digital actions also need to be evaluated based on their impact on driving purchases. Prioritizing action over awareness creates stronger campaign concepts that are more likely to impact sales.