Storytelling 101: conflict is essential to a good story. There’s a protagonist, she wants something, but something else gets in the way. That, in a nutshell, is conflict.
The trouble is, those of us who write marketing stories don’t like conflict. It’s uncomfortable. You take a person, group, or business that we all like, identify with, and want to succeed. We’re feeling great. Then you tell me that bad, unpleasant things happened, causing this person, group, or business to suffer. In marketing narratives, we call these “pain points” – those specific vulnerabilities and setbacks that a business had to overcome if they wanted to survive.
So if conflict and pain points are uncomfortable and negative, why not minimize or even do away with them?