Humans understand the world through stories, which typically begin with a problem that sets the stage for a goal or outcome. This narrative structure piques curiosity, prompting the audience to fill in the gaps and seek resolution. Utilizing the PP framework—pain and process—enables effective storytelling by highlighting a specific pain point followed by a clear step-by-step guide to resolving it. This approach can be applied across various formats including social media posts, long-form content, videos, and newsletters, facilitating engagement and comprehension.