The question we mostly try to address when we set out to tell our business or product story is what we want the customer to know about our brand.
The better place to begin is by understanding what the customer wants to believe about herself and where our brand could potentially fit into her story.
It’s tempting to want to broadcast—to be immediately noticed and understood. The irony is we get to that place by first understanding and seeing the person on the other side of the interaction.
