What stories teach us is that people’s internal desire to resolve a frustration is a greater motivator than their desire to solve an external problem. This is where most brands make a critical mistake. By assuming our customers only want to resolve external problems, we fail to engage the deeper story they’re actually living. The truth is, the external problems we solve are causing frustrations in their lives and, just like in a story, it’s those frustrations that are motivating them to call you.
Mistakes
