You’re telling a story with your business. And the customer either finds your story good enough to join or rejects it.
In any good story, the hero struggles against the antagonist which creates deep emotion. Customers won’t become emotional about (i.e. remember) your story unless they can see themselves as the hero in an epic struggle or a battle with an antagonist or obstacle.
So what do you do? You join your customer in the fight against the common enemy and aid them in their fight, fighting along side of them if possible.
Keep this in mind; in the end, the villain is almost always disappointment. Help them avoid that, achieve happiness in the process, and they will love you for it.
