By causing the customer to consider this negative scenario, we were forcing them to feel Implicated by the pain, which is the final step of the Three I's transition: Identify pain> Indicate pain> Implicate pain. This was an example of a thorough two-sided discovery process, of which you can learn more about in the upcoming Discovery chapter. The key takeaway from this part is to recollect how important it was that we identified a differentiator and that we were able to Indicate the pain it causes and to Implicate that pain for the customer.
