I am a Donald Miller junkie. He is the author of the Storybrand framework which I would describe as "life changing." One of my Coworking Startup School students named her dog after him. No joke.

Donald Miller talks about "Internal and External" problems. He argues that our businesses might be designed to solve "external" problems (i.e, I need an office), but we humans hit the "buy button" to solve internal problems (i.e., I feel more professional when I have an office to go to.).

I want to challenge you to not forget about the internal problems we solve when you're talking to potential customers. It's easy to get caught up in the challenges of de-densification and health and safety protocols. But the humans have needs beyond avoiding germs. That's what they're showing up to solve.

Link to show notes here.