Why does your organization exist? What is it hoping to do for the community or audience that you have or hope to gain? What is its purpose?
In so defining these question and using the content in this chapter, we look to be able to find a conflict that may be happening within the customer’s life that allows us to align with them.
So that we can be a guide for them. It gives them the title of hero and we can help them achieve that goal they may be seeking.