The chair your consumer sits on

A reader comes to your content — or a customer comes to your product — and sits on a chair. Where did that chair come from? They brought it.

There are three kinds of chairs:

The Burning Chair

The reader is dealing with a problem. They want to solve it ASAP, forget about it, and move on (without you).

The Squeaky Chair

The reader faces this type of problem on a regular basis. They want to dig deeper, understand the causes and effects, and finally get over this ongoing pain.

The chair with a hidden tray

The reader is studying the problem for the future. They believe this problem may come up someday and want to be prepared.

Frankly, I love it when products and materials are tailored to the chair I'm sitting in at the moment.

To make sure your product fits the right chair, use a customer journey map. But there's one important rule: