If we own a restaurant, the external problem we solve is hunger. The external problem a plumber fixes might be a leaky pipe, just like a pest-control guy might solve the external problem of termites in the attic. Brainstorming what external problems you solve will be the easiest part of creating your StoryBrand BrandScript. It’s usually pretty obvious. But you’d be wrong to think the reason people call you, walk through your door, or visit your website is limited to the resolution of an external problem. Something else is going on.
