Building a StoryBrand: Clarify Your Message So Customers Will Listen

by Donald Miller

Here is nearly every story you see or hear in a nutshell: A CHARACTER who wants something encounters a PROBLEM before they can get it. At the peak of their despair, a GUIDE steps into their lives, gives them a PLAN, and CALLS THEM TO ACTION. That action helps them avoid FAILURE and ends in a SUCCESS.

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

Believe me, human nature tends toward complacency.

man was actually most tempted to distract himself with pleasure when his life was void of meaning.

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