The desire to reach hearts is wise

1) identifying what their customers wanted (to be seen and heard), (2) defining their customers' challenge (that people didn't recognize their hidden genius), and (3) offering their customers a tool they could use to express themselves (computers and smartphones). Each of these realizations are pillars in ancient storytelling and critical for connecting with customers.

The next phase of your marketing should enlighten them about how your products work to solve their problems.

You have to ask the right questions—you need some raw materials to work with. The following questions will allow you to build a bank of compelling testimonials that work with nearly any customer quickly and easily.

Unless we identify something our customer wants, they will never feel invited into the story we are telling.

When we identify something our customer wants and communicate it simply, the story we are inviting them into is given definition and direction.

This is where most brands make a critical mistake. By assuming our customers only want to resolve external problems, we fail to engage the deeper story they're actually living. The truth is, the external problems we solve are causing frustrations in their lives and, just like in a story, it's those frustrations that are motivating them to call you.

When we fail to define something our customer wants, we fail to open a story gap. When we don't open a story gap in our customers' mind, they have no motivation to engage us, because there is no question that demands resolution. Defining something our customer wants and featuring it in our marketing materials will open a story gap.

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.

We aren't sure what we want in life, there is no story question in our lives either. And if there is no story question inviting us to take action, we will lose interest in our own lives.

Listen to your own heart and the hearts of the women you know. What is it that a woman wants? What does she dream of?

The nearest anyone can come to finding himself at any given age is to find a story that somehow tells him about himself.