Pain - what is it that's bothering the person in the audience? Where are they hurting. What's gone wrong?
Problem - what problem can you help them solve? What problem is their biggest struggle? What solution can you provide?
Potential - we all want to think we can be better, our company can be better and that there's a better future ahead of us. Help them see it. Help them see their better selves.
If you can tap into what's hurting your audience, what's bothering them and where they can go with a little vision, you're on the right track to leaving them better than when they entered the room.
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