Does Our Story Really Matter? Once you’ve developed a rigorous understanding of the problems that you solve and defensible differentiators, it is possible to build a messaging platform that is relevant and problem-focused. At this point, we need to distill the overall set of problems, needs, and opportunities we address into a concise set of customer-relevant messages. In other words, we may solve a hundred different problems, but those problems need to be aggregated into some key issues.