Maine's Capital Area

Jay-Z might have 99 problems, but when it comes to your customers, they only have three—at least when it comes to why they buy what they buy. Understanding these three types of problems is crucial for any business that wants to truly connect with its audience and drive engagement.

Let’s break it down:

1. External Problems: These are the obvious, surface-level issues that customers are looking to solve. For example, if someone needs a car, the external problem is simple—they need a vehicle. If they need accounting services, the external problem is finding an accountant. Businesses often focus solely on these external problems because they’re easy to identify and address. But here’s the thing: Businesses sell to solve an external problem, but customers buy to solve an internal one. Read that line one more time. This is the key to creating deeper engagement with your customers.
   
   
2. Internal Problems: These are the deeper, often unspoken issues that drive a customer’s decision to purchase. These problems are about how the customer feels and what they believe about themselves. For instance, let’s talk about shoes. If the external problem is “I need shoes,” then why did you buy the specific brand you’re wearing right now? Perhaps it’s because those shoes made you feel a certain way—more confident, more comfortable, or more aligned with your self-image. Understanding these internal motivations is the key to unlocking the real reasons people buy what they buy.
   
   For example, I own three types of shoes: Red Wing Iron Rangers, Hoka Clifton 9, and Patagonia Wild Idea Buffalo Boots. On the surface, all three solve the external problem of needing footwear. But the reasons I chose each pair are tied to internal problems. The Iron Rangers remind me of Indiana Jones, tapping into an aspirational identity. The Hokas solve a comfort problem, ensuring my feet don’t hurt during long days on the job. Each purchase was driven by something deeper than just needing shoes. Don’t worry, I will get to the Wild Idea Buffalo boots next.
   
   
3. Philosophical Problems: These relate to the bigger picture—the beliefs and values that customers hold. They’re about what a purchase says about the customer’s identity and how it aligns with their worldview. Take my Patagonia boots, for example. They’re made from buffalo hides as part of Patagonia’s commitment to sustainability. I bought them not just because I needed boots, but because I believe in supporting companies that prioritize environmental stewardship and reducing waste. This philosophical alignment was the deciding factor in my purchase.

So, why does this matter?

If you want to truly engage your customers, you need to address not just the external problems but also the internal and philosophical ones. When you align your marketing with these deeper motivations, you create a powerful connection with your audience—one that goes beyond the surface and taps into the real reasons they choose your product or service. 

Businesses may sell to solve an external problem, but customers buy to solve internal and philosophical ones. If you can understand and speak to these underlying issues, you’ll be better positioned to capture their attention and earn their loyalty.

Next week I am going to build on how we utilize customer problems and engage them in a compelling story. Everyone talks about how storytelling is an important part of business, but do you actually know how to tell a story? Stay tuned…

Aaron Moseson is the founder of Alleyoup Media, a video storytelling studio that helps businesses cut through the noise and connect with their audience. If you're ready to turn your message into a story your customers care about, get in touch at or visit https://www.alleyoup.com