In the image, there are two people seated in front of a large, flat-screen television mounted on the wall. One person is leaning forward in their chair, while the other person is reclined back in their chair. Both of them are focused on the television screen, which appears to display a text-based presentation or document. The room appears to be a living space, with a couch and a chair visible in the background. A potted plant can be seen placed close to the chair where the person is seated. The person with their chair back appears to be holding a remote, suggesting they may be controlling the presentation or show being displayed on the television.
Text transcribed from the image:
The Problem
Driving emotional resonance:
Make your audience feel the problem as if they had it themselves
Give both the macro and the micro view of the problem
Macro: How is this preventing new types of businesses being built? How is this preventing
something really important from happening? How is this holding back society at large? Holding
back GDP? etc.
Micro: A specific person's story (your ideal customer), walk through what they experience right
now, and why it is so terrible.
• Avoid jargon and buzzwords
People listening should think: "I can't believe there's no solution to that problem. I
really wish there was a way to fix this problem. There is a need for this already."
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