Building a StoryBrand: Clarify Your Message So Customers Will Listen

by Donald Miller

Human beings take action when their story challenges them to do so.

When we empathize with our customers’ dilemma, we create a bond of trust. People trust those who understand them, and they trust brands that understand them too.

Your brand is helping people become better versions of themselves, which is a beautiful thing. You are helping them become wiser, more equipped, more physically fit, more accepted, and more at peace. Like it or not (and we hope you like it), we are all participating in our customers’ transformation, which is exactly what they want us to do.

Companies who calibrate their activities around a common story don’t just state their mission; they're on a mission. They didn't just dream about a better story, their culture tells one.

Business is one of the most powerful forces in the world for good. With our businesses we provide jobs, a nine-to-five community for our teams, meaningful work for terrific people, and most importantly, products and services that solve our customers’ problems.