A critical mistake many organizations make in defining something their customers want is they don’t pare down that desire to a single focus. I’ve had countless conversations with frustrated business leaders who push back at this point and say, “Wait, we provide about twenty-seven things our customers want. Can’t we mention all of them?”
The answer is no, at least not yet. Until we’ve defined a specific desire and become known for helping people achieve it, we shouldn’t add too many conflicting story gaps.
from “Building a StoryBrand: Clarify Your Message So Customers Will Listen” by Donald Miller