For the middle or action section, you're also going to have three components. Firstly, you'll want to go more in-depth into your hero's problem. Maybe there is a specific villain or visible direct difficulty that exists for your customer. This might relate to their sense of purpose or meaning. Furthermore, is there a sense of morality to the situation? Is this something that is wrong that must be made right?
Secondly, who or what is a guide in solving the problem? Of course, it's your product or service! But be careful – focus on the customer and what you've learned about them based on your persona work. Empathize with your customer. Look to your brand narrative for inspiration on the "why" of your product or service. Think about how that can be stated in a way that resonates with them.
For the middle or action section, you're also going to have three components. Firstly, you'll want to go more in-depth into your hero's problem. Maybe there is a specific villain or visible direct difficulty that exists for your customer. This might relate to their sense of purpose or meaning. Furthermore, is there a sense of morality to the situation? Is this something that is wrong that must be made right?
Secondly, who or what is a guide in solving the problem? Of course, it's your product or service! But be careful – focus on the customer and what you've learned about them based on your persona work. Empathize with your customer. Look to your brand narrative for inspiration on the "why" of your product or service. Think about how that can be stated in a way that resonates with them.