The villain should be the root source.. The villain should be relatable. Immediately recognizable by the customer and have a sense of disdain. The villain should be singular. The villain should be real. Don’t be a fear monger. Talk about the villain. It will make your customers need a tool to defeat that villain. The villain should be the root source.. The villain should be relatable. Immediately recognizable by the customer and have a sense of disdain. The villain should be singular. The villain should be real. Don’t be a fear monger. Talk about the villain. It will make your customers need a tool to defeat that villain