Building a StoryBrand: Clarify Your Message So Customers Will Listen

by Donald Miller

Your customer should be the hero of the story, not your brand. This is the secret every phenomenally successful business understands.

The only reason our customers buy from us is because the external problem we solve is frustrating them in some way. If we can identify that frustration, put it into words, and offer to resolve it along with the original external problem, something special happens. We bond with our customers because we’ve positioned ourselves more deeply into their narrative.