There’s a gap between what people are concerned about and what they believe they can influence.

In the case of sustainability, for example, recycling is a tiny response to global climate change, rising sea levels, etc.  If you think of these as two circles, there’s often very little connection between them…

Businesses can help people expand their circle of influence, moving the two circles closer together like an overlapping Venn diagram. In this example, making electric vehicles more affordable would help to make for a better connection between the two circles.

The circles of concern and influence help to identify how your business can solve a problem your customer cares about.