LESSON Four
Get Your Story Straight
Once you have the customer truth, what do you actually do with it? From storytellers like Nike and FedEx to Peloton and McDonald’s, this conversation is a field guide for anyone who has ever come back from customer research with something real…and watched it get polished flat.
The STORY Framework
Struggle → Tool → Objective → Reward → Yearning. Most brands start at Tool and skip Yearning entirely—but Yearning is where loyalty lives. And don’t forget who the true hero is!
Have Questions?
If you have any questions about this lesson, or anything all all related to your content marketing strategy, please don’t hesitate to reach out!
