Building a StoryBrand: Clarify Your Message So Customers Will Listen

What does the hero want? 2. Who or what is opposing the hero getting what she wants? 3. What will the hero’s life look like if she does (or does not) get what she wants?

What do you offer? 2. How will it make my life better? 3. What do I need to do to buy it?

there’s a survival mechanism within our customers’ brain that is designed to tune us out should we ever start confusing them.

The first mistake brands make is they fail to focus on the aspects of their offer that will help people survive and thrive.

All great stories are about survival—either physical, emotional, relational, or spiritual.

the story of Apple isn’t about Apple; it’s about you. You’re the hero in the story, and they play a role more like Q in the James Bond movies. They are the guy you go see when you need a tool to help you win the day.

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.

in his book Man’s Search for Meaning, Frankl argued convincingly that man was actually most tempted to distract himself with pleasure when his life was void of meaning.1 So how do we offer potential customers a sense of meaning? Not unlike giving our customers the opportunity to be generous, we invite them to participate in something greater than t

When Jobs returned to the company after running Pixar, Apple became customer-centric, compelling, and clear in their communication. The first campaign he released went from nine pages in the New York Times to just two words on billboards all over America: Think Different. When Apple began filtering their communication to make it simple and relevant