The image depicts a living room with a television on a stand in the background. There are several chairs and a potted plant visible in the foreground. A large television is hanging on the wall, and a person is sitting in one of the chairs in front of it. The person is reading something on the screen, and the room appears to be well-lit and comfortable.
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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