A Framework For Getting Started

This framework is not an ending point, but rather a starting point to help you: 

• Empathize with your customer and see the world through their POV 
• Ask questions that get to the subconscious truth, not the conscious answer 
• See the invisible matrix that controls your user’s beliefs, behaviors and perceptions.

Remember, branded messaging usually addresses the pain point, but brand-led messaging addresses the reward.