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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:caption>2. Consider if there is a villain worth conquering. A villain is not about bashing your competitor. It's about conquering the root cause of an emotional problem you know your audience really feels.  For example, CarMax knew the sleazy used car salesman was a “villain” of their consumers and created an exciting business model that nixed the need for ol’ sweaty Hal and his plaid jacket. They fired up their audience by promising an easy buying process with no haggling, or "The Way Car Buying Should Be".</image:caption>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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