If you want to succeed at engaging customers, or anyone else for that matter, it helps to have a model of what success looks like. This idea isn’t new. Elite athletes train themselves to see a perfect race in their mind’s eye, or to imagine the arc of a ball to its flawless conclusion. Scientists model physical and chemical reactions that occur at a scale too small to view directly. Business people use spreadsheets to specify business plans and they are really no more — and no less — than models for how a business operates and makes money.