1. Who is the person who was helped, and how were they struggling?
2. Why were they motivated to accept help (why now)?
3. What was the new state—Promised Land—that the person wanted to reach?
4. What obstacles did the person face in reaching that Promised Land, and how did you, your products, and/or your services help overcome them? (Related: Were there failures along the way?)
5. What is life like for this person now that he/she has reached the Promised Land?