FOCUS ON ONLY ONE DESIRE

At the highest level, the most important challenge for business leaders is to define something simple and relevant their customers want and to become known for delivering on that promise.

In story terms, identifying a potential desire for your customer opens what’s sometimes called a story gap. The idea is that you place a gap between a character and what they want. To understand the power of a story gap is to understand what compels a human brain toward a desire. When we fail to define something our customer wants, we fail to open a story gap.

When we’re motivating a team, convincing shareholders, or engaging customers, we must define a desire our customers have or we will have failed to open a story gap and our audience will ignore us.