Less a framework, more an optimal mindset for a strong start.
Apple battles ‘Complexity’—focusing on making tech as simple as possible.
Netflix takes on ‘Inconvenience,’ offering shows whenever you want, so you no longer have to wait for TV schedules.
Amazon tackles ‘crap access’ by leveraging logistical power, making it easy to get what you want quickly and hassle-free.
Precisely identifying your problem (enemy) is critical in shaping your brand narrative.
Naming this challenge positions your offering as the ultimate solution—the antidote. Identification clarifies your values and purpose while enhancing its appeal by framing it as a victory over adversity.
Every saga needs a villain.
Simply put, all strategic and creative work stalls until I’ve pinpointed the enemy—the barriers to true customer satisfaction. ⛽
