🟩 The step that makes people say “I want that”

Nov 24, 2025 2:31 pm

Hi ,

Step Four: The Change

Let’s go back to our story.

Your customer’s in a hole.

You called out the problem.

You showed empathy.

You threw down a rope.

Now they’re climbing.

The fourth step in the staircase is The Change.

The transformation.

It’s not just that they have the rope.

It’s who they’re becoming because they’re using it.

For You Need A Budget, that line was:

“Get good with money.”

Simple. Tangible. Identity-shifting.

Not “track your spending.”

Not “set financial goals.”

Just four words that tell a better story about the customer.

And they loved it so much, it became the app’s tagline.

That’s the power of this step.

If your customer’s transformation can be summed up in a short, repeatable phrase, you’ve got your controlling idea.

It becomes the thread that runs through your marketing, your content, your sales calls, even your product design.

So ask yourself:

After working with you, what does your customer become?

More confident?