The best way to identify an aspirational identity that our customers may be attracted to is to consider how they want their friends to talk about them.

Here are five questions most likely to generate the best response for a customer testimonial: 1. What was the problem you were having before you discovered our product? 2. What did the frustration feel like as you tried to solve that problem? 3. What was different about our product? 4. Take us to the moment when you realized our product was

a villain initiates an external problem that causes the character to experience an internal frustration that is, quite simply, philosophically wrong.

Never go down the path of being a fearmonger. There are plenty of actual villains out there to fight.

One villain is enough. A story with too many villains falls apart for lack of clarity.

they should immediately recognize it as something they disdain.

Frustration, for example, is not a villain; frustration is what a villain makes us feel.

The villain doesn’t have to be a person, but without question it should have personified characteristics. If we’re selling time-management software, for instance, we might vilify the idea of distractions.

man was actually most tempted to distract himself with pleasure when his life was void of meaning.