Building a StoryBrand: Clarify Your Message So Customers Will Listen

by Donald Miller

Here are four characteristics that make for a good villain on your StoryBrand BrandScript: 1. The villain should be a root source. Frustration, for example, is not a villain; frustration is what a villain makes us feel. High taxes, rather, are a good example of a villain. 2. The villain should be relatable. When people hear us talk about the villain, they should immediately recognize it as something they disdain. 3. The villain should be singular. One villain is enough. A story with too many villains falls apart for lack of clarity. 4. The villain should be real. Never go down the path of being a fearmonger. There are plenty of actual villains out there to fight. Let’s go after them on behalf of our customers.

Villain's characteristics