I think that we are all selling solutions to external problems and customers are buying solutions to internal problems. The story should always be about how the hero is feeling about their external problem. For example, I recently watched a show on Netflix where the hero is trying to disarm a bomb. A few years ago, he tried and failed. Lots of people were hurt, now he is full of self doubt. He asks himself, can I do this? He feels ill equipped, self doubt has kicked in and he is not sure whether he can get the job done. Does this sound familiar?

Customers wants us to guide them on their internal journey as they also have an external problems. The external problems are causing them frustration and unpleasantness, and this is exactly what they are trying to resolve. Companies try to resolve external problems but people buy resolutions to internal problems. Do you understand what I mean? If not send me an e-mail and I will explain it to you.