Building a StoryBrand: Clarify Your Message So Customers Will Listen

by Donald Miller

The second mistake brands make is they cause their customers to burn too many calories in an effort to understand their offer.

the day we stop losing sleep over the success of our business and start losing sleep over the success of our customers is the day our business will start growing again.

Our customers may not need our product today, and they might not need it tomorrow, but on the day they do need it, we want to make sure they remember who we are, what we have, and where they can reach us.