So what does this mean for you as a marketer?

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Storytellers have learned to hook audiences by introducing two more layers to the problem: Internal Problem and Philosophical Problem.

Internal Problem
Beneath the surface of every External Problem lies an internal struggle. In a movie, the hero has to disarm a bomb (External Problem), but maybe the last time he tried to disarm a bomb, he cut the wrong wire and people died. Now, he is not sure he has what it takes. That is his Internal Problem. How many of us have ever wondered if we have what it takes? Pretty much everyone.

The story is no longer just about destroying a bomb, but it is about the hero’s desire to prove he has what it takes. The Internal Problem becomes the heart of the story and makes the story more relatable to the audience.

Philosophical Problem
The next layer of problem screenwriters use is called the Philosophical Problem.

This is the deepest level, addressing why the problem georgia whatsapp number database matters in a larger context or on a moral level. It often relates to what's right or wrong, fair or unfair. The movie will make an argument that good should triumph over evil or true love should win out over arranged marriages.

By incorporating all three levels, storytellers can create more compelling narratives that deeply resonate with their audience. When the hero overcomes all three levels of problems, the hero wins.


In your marketing, your customer is the hero of your story. One of the most crucial elements in crafting a compelling story for your brand is understanding your customer‘s problem. But here’s the thing — most businesses only scratch the surface when it comes to defining their customer's issues.