Describe emotional details that customers won't volunteer - when sharing problem stories, include the emotional turmoil and agony that people experience but rarely express openly

Eben gives his personal example: 'when I said that I sat down with the phone and I had my list of phone numbers and I got sick and I went home and I went to bed, I really talked about the emotional agony and the turmoil. Most people, when they describe their problem, they won't describe their emotional turmoil... They won't say, it's very upsetting to me. It makes me feel sad'