Chapter 3: The Pain

No business lasts very long if it isn’t meeting the needs of its customers. Part of the work of identifying your primary audience is defining their needs and the cost of that need remaining unmet. What we must pay particular attention to is what we find at the intersection of those two things. We call that spot, The Pain. The pain we find at this intersection is the customer’s felt pain and the emotion they feel. Your job is to meet them right there in the middle of that pain. That is how your story will have the most impact.

A Few Examples:

Customer Need

Better IT Security

Clear Instruction

Increased Loyalty

Cost of Unmet Need




The Pain




story should convey

Control, protection, and assurance

Confidence, ability, and clarity

Trustworthiness, reliability, and invitation