Now, we'll continue working on my Brand Message by focusing on the Story Brand framework defined by Donald Miller. This framework talks about the 3 layers of problems that audience's face, similar to the 3 layers of depth on Simon Sinek's Golden circle.
1. The most external layer is External problems: The most obvious, tangible problem they face. The large obstacle between them and their desires. It talks about the outcomes they're looking for, what they want to achieve.
For example, for a brand like Tony Robbins, the external problem of his audience would be something like "I want to know what to do, I need someone to tell me", or for Apple would be "I want to work in demanding tasks, I need a powerful computer".
2. The next layer is Internal Problems: The deeper feelings of frustration caused by the external problem: Confusion, overwhelm, fear, insecurity, incompetence, loneliness, stress...
For example, for a brand like Tony Robbins, the internal problem he realised his audience really has would be something like "they feel lost and need good questions to reflect.", or for Apple would be "In the 90s Apple realized that people felt intimidated by computers, when they just wanted to enjoy life and express themselves.".
3. The final and deepest layer is Philosophical problems: Why does it matter to them? It points to your shared vision of how things should or shouldn’t be and what they rather deserve.
For example, for a brand like Tony Robbins, the philosophical problem of his audience would be something like "I deserve to own my destiny", or for Apple would be "Computers should empower people and make their lives easier".
Based on all the insights you got from our previous exploration of my Why, How and What, I want you to come up with a profile of the audience that would be most aligned with my business, and help me figure out their problems in these 3 levels of depth.
Give me a summary of perfect audience profile, max 80 words.
Then, give me a list of 3 problems for each category.
Follow the format of the examples I provided, making sure that:
* External problems are phrased as the final outcome that the audience wants to achieve
* Internal problems talk about painful feelings, sometimes derived indirectly from the main problem.
* Philosophical problems express a strong belief, phrased as how things should or shouldn't be, what "I deserve". Make sure to mention at least 1 opposite approach as the enemy. E.g. diets suck (opposite approach), healthy eating should be simple and enjoyable (our approach).
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Finally, help me condense these 3 layers of problems in a single statement. Here's some examples:
* Apple: For the dreamers and the doers. The iPhone – designed to be simple, intuitive, and beautiful. We get that life is complex; your device doesn't have to be.
* Nike: Find Your Greatness. Whether you're a seasoned athlete or just starting, we know the internal battles you face. Nike is here to support every step of your journey.
* Greta Thunberg: Act as if our home is on fire, because it is. You see the damage, feel the helplessness against climate change, but yearn for a sustainable future. Our actions today are the only hope for tomorrow. Join me in demanding change.
* Jordan Peterson: Life's complexities can feel overwhelming, with external pressures, internal battles, and existential questions. Let's explore them together, and find meaning and purpose.
* Gary Vaynerchuk: Stop doing shit you hate. You feel stuck, overwhelmed by the daily grind, but deep down, you dream of leaving a mark. It's not just about business; it's about living true to yourself, and I'm here to show you that it’s possible.