What most brands miss, however, is that there are three levels of problems a customer encounters.

What problem do you solve for customers? What will your customer's life look like if they buy your product? What consequences does your product help customers avoid?

Each step of the plan should have a few words that discuss the benefits for the customer.

Almost all companies try to sell solutions to external problems, but as we unfold the StoryBrand Framework, you'll see why customers are much more motivated to resolve their inner frustrations.

What pain are you helping customers avoid? What pain are they currently dealing with that will be ended if they buy your products or service? Some examples are:

If we haven't identified what our customer wants, what problem we are helping them solve, and what life will look like after they engage our products and services, for example, we can forget about thriving in the marketplace.

means seeing both sides of the story and working towards a mutually beneficial situation for everyone.

We cannot control how others feel and react. Even though we should understand feelings, there are some things that are out of our control, and some decisions we can only make for ourselves.

Sympathy is bliss; in it is revealed the highest, purest blessedness. It is divine, for in its reciprocal light all thought of self is lost, and there remains only the pure joy of oneness with others.

But in a compromise, both people need to sacrifice something for the sake of the other person, and hopefully they'll both be happy with the outcome in the end. You're giving up being a pastor, but I'm not sure what exactly Caroline will be giving up.

A person pursuing obedience is able to pause and touch those that He says need our time, in spite of busy schedules.

I was so caught up in the rush of superficial things in my world that I missed hearing the cries for help in someone else's world.