The audience analysis has been done, we know what attitudes and behaviours we want to change, now we move onto understanding what the problem is. It’s important that we recognise that it’s the problem of the audience, not our problem!
Sometimes the problem is obvious because we are responding to a tender and the problem is clearly stated. However, if we have a product, service or idea we are pitching we need to have a clear understanding as to the problem this is solving for the audience.
To increase our probability of success that problem needs to be as painful for the client as possible. At this step we are only interested in the biggest problem – not all the problems.
As Andrew Abela (2008) puts it, if you don’t know the problem – then you better find out!
Abela, AV 2008, Advanced presentations by design creating communication that drives action, San Franiso, Calif. : Pfeiffer, San Francisco, Calif.