Every customer journey needs to originate at your prospect's pain.
Great brands build their reputation by meeting people where they are at.
Behavior change only happens when the reward outweighs the immediate effort.
Companies are successful when they identify and apply pressure to the most prominent pain points addressed by their solution.

We don't just discover discontent…we find a way to frame it as an intense and urgent need that can't be ignored.

Pain can exist in many forms and to many degrees. Pain experienced within a category can often have its origins (and potentially constraints) far outside that category.
By taking a holistic approach to the lives of high-potential prospects, pain can be put in context and opportunities to amplify it can be identified. We do this by:

- Finding the greatest pain, not just the most obvious pain
- Finding ways to elevate the urgency to address the pain
- Finding and removing barriers (perceptions or preferences) that prevent taking action to address the pain
- Understanding where the pursuit for solutions is most likely to start, including what and where information is sought