Universal Human Truths is by far the most powerful tool we as marketers have in our tool boxes, it serves as the strongest way to build a connection with your customers. Once you’ve identified the key insights that will drive your narrative, you have to take those insights and drill down to the reality and aspirations your customers share -- this is the truth the insight unveils. Your approach to storytelling has to serve as a reflection of that truth, so that your customers see themselves in the story you tell. When done well, a connection can be formed with your customer that moves beyond the transactional and helps your customer feel aligned with your brand and see what you offer as something with real meaning in their lives.