Give our customers stepping stones that will safely allow them to cross the creek without falling down the waterfall. Show people how to integrate their life into our system. Guide people into what they want to do now. Simply their journey. . Give customers they feeling that they can do/use our product with confidence. It may be obvious to us, but it’s not obvious to the customer. If we position ourselves as a guide, our customer is already in a relationship with us.. Customers trust a guide that has a plan. Give people step by step instructions that greatly increases our customers ability to cross the creek. Guide gives the hero a plan. Carmax rarely attacks the external problem of needing a used car, it attacks the internal problem of being taken advantage of. Alleviates confusion. When a customer is deciding to buy something, position our customer on the opposite edge of a running creek, you can hear the waterfall at the end and you have to identify the the thoughts that are going through our customers head of things that can go wrong if they cross the creek. The plan creates clarity. Do you share unique values with our customers? Can those values be written down in agreement with them?. What steps do our customers need to take to do business with you. They will need a call to action. When a customer is deciding to buy something, position our customer on the opposite edge of a running creek, you can hear the waterfall at the end and you have to identify the the thoughts that are going through our customers head of things that can go wrong if they cross the creek. Title our plan that frames it in our customers mind. Remove the sense of risk of getting involved with our brand or service. Increase the perceived value of using our brand/service. What’s the plan called?. Define the plan we want to implement that will ease our customers concern. Encourage customers. Pre and post purchase process plan. Define 3-6 steps that will alleviate our customers confusion. Lift the fog, make things clear. What fears do customers have as it relates to our industry? What agreements can we implement to show them we can help with those fears?