Creating tension

Businesses and products become great and connect easily with the market by creating tension.

The good kind of tension can only be solved by forward motion and connection.

Example: Do you feel that itch on your back where you can't reach? Here's a back scratcher.

The bad kind of tension leaves a bruise instead of an itch. It mashes on a customer’s frustrations until there’s only pain with no relief in sight.

Pull the string taught and when you release it, aim it in the direction that propels your customers towards a better place than where they were standing.

Not in a way that sends them back to a darker, lonelier version of themselves.