Extract and deploy the Customer

You now have your deep Customer version. You cut from it the same way as always: recognition, not rewriting. Four things to find.

The Customer extractions

The extraction sheet walks you through all four, with Clara’s answers beside each.

Then, as always, settle the sixty-second telling first, the version where you decide what the story is, before you think about any format.

And one note on how you write that page, because it is the move most people miss. The deep version you built is written about your customer, in the third person. When you put it on the page, you turn it to face the reader, because a web page is read by one person, alone. So the line that read Henrik has farmed the same land for thirty years now reads you have farmed the same land for years. The point of view turns from him to you, and nothing else changes: same overload, same trap, same longing, same stop. You are not writing new copy. You are taking the deep version and pointing it at the reader, so they recognise themselves instead of watching someone else. Write the deep version about them. Deploy it to them.

Let the longing sit. Do not rush to close the loop. The same nuance applies that Part 4 will formalise: a six-second pointer to this story can exist for a moment with no time, but it is a door back to the telling, not a replacement, and you return it to its home, the telling, the moment you can.