Building a StoryBrand: Clarify Your Message So Customers Will Listen

Put simply: to highlight the importance of storytelling in work, in life, in all things.A business without a clear story resembles a car without an engine. No matter how much you kick, scream, or turn its crankshaft over, it won’t go anywhere. It’s no more than a dead vehicle sitting (or a dead company walking, for that matter).Like near all things... See more

This means that when we ramble on and on about how we have the biggest manufacturing plant on the West Coast, our customers don’t care. Why? Because that information isn’t helping them eat, drink, find a mate, fall in love, build a tribe, experience a deeper sense of meaning, or stockpile weapons in case barbarians start coming over the hill behind... See more

The world will include many things, but it needs one in particular: purpose. Inside the world, it needs to be really obvious what our goals are, and why we want our push our system into a new state. You fill your world with familiar storylines and tension and characters, highlighted or re-framed compared to the real world, that give everyone a real... See more

In every line of copy we write, we’re either serving the customer’s story or descending into confusion; we’re either making music or making noise.