3 Logical Gaps To Watch Out For

To improve your visual storytelling and beyond

Hello friend,

How are you? I hope you’re doing well.

When you brainstorm stories with your team to bring to life your brand across any stage of your buyer’s journey - one thing I bet is always constant.

When you tell a good story that means you chose a relatable customer problem, that your target audience can easily picture themselves struggling with.

If you recall I’ve recently unpacked the concept of customer problems in

Needs Vs. Wants

Naturally, to find the right problem to feature in your story you need to rely on your ongoing customer research.

You can achieve this either through direct interviews, your audience’s behaviors reviewing your analytics, or indirectly through social media listening.

Done right, a persistent and meaningful customer problem that decreases demand could stem from various external root causes.

Think negative or neutral brand perception, fierce competition, not urgent problems, price points, natural disasters (e.g., Covid), negative media vibes, and more.

Other times your customer problem is triggered by internal sources—gaps or mental processes that affect how people perceive your product.

What is a logical gap?

In our context, I refer to discrepancies in logic your customer applies to a certain situation in your product category that later mushrooms into a problem.

Let’s talk about how a logical gap pops up in the first place.

3 actually…

3 Types of Logical Gaps

Find out what stories you can tell to overcome your customer’s 3 logical gaps. And even how they can also affect your problem-solving skills in your personal life.