On consumer modes:

People respond far better, purchase more often, and remain more loyal when marketers design campaigns that are targeted to their situations. Not to their personalities. Not to their preferences. And not necessarily to their past purchase behavior.
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A mode is a mindset and a set of behaviors that people get into temporarily
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The brands that understand consumer modes can effectively target the mode and support the buying process of anyone who is in that mode.

Seems a much better model than personas and funnels.