Feel the pain? We write and speak about how companies such as Cisco, Palm, Johnson & Johnson, Pfizer, Flowserve and General Motors are using the techniques we describe to find customers and lose the competition. Are you marketing benefits or listening for pains to solve? People spend 19 times the time, money and effort to solve a pain as to reap a benefit. Chris Stiehl and Henry DeVries are authors of the new book, Pain Killer Marketing.