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:
Better IT Security
Cost of Unmet Need
story should convey
Control, protection, and assurance
Confidence, ability, and clarity
Trustworthiness, reliability, and invitation