Identifying our customers’ problems deepens their interest in the story we are telling. Every story is about somebody who is trying to solve a problem, so when we identify our customers’ problems, they recognize us as a brand that understands them.
The problem is the “hook” of a story; and if we don’t identify our customers’ problems, the story we are telling will flat.
from “Building a StoryBrand: Clarify Your Message So Customers Will Listen” by Donald Miller
