The Perfect Brand Promise If we really want to satisfy our customers, we can offer much more than products or services; we can offer to resolve an external, internal, and philosophical problem whenever they engage our business. Storytellers use this formula to endear audiences all the time. When Luke shoots the photon torpedo through the little hole in the Death Star, he actually resolves the external problem of destroying the Death Star, the internal problem that had him wondering whether he had what it took to be a Jedi, and the philosophical problem of good versus evil, all with the press
...more
