3. Everyone wants to change
When I was younger, I used to watch the show “Extreme Makeover” with my cousin. Then, we’d use my grandma’s old makeup to give each other makeovers. There’s a reason why people are captivated by stories of transformation. It’s because we all want to change in one way or another. We have aspirational identities about who we want to become. As a company, you can use the aspirational identities of your customers to your advantage.