Building a StoryBrand 2.0

Conserving time.

offering a vision for how great a customer’s life could be if they engage your products or services.

The truth is, you don’t need an expensive ad campaign or a beautiful style guide to grow your business; you just need a few sound bites customers immediately understand so they quickly realize you have a solution to their problem.

Here is nearly every story you watch, read, 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 experience a success.

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

Stories sizzle or fizzle based on a single question: What’s at stake? If nothing can be gained or lost, nobody cares.

This small but powerful shift honors the journey of the audience and positions us as a leader providing wisdom, products, and services they need in order to thrive.

Defining exactly what their customer wanted brought clarity and camaraderie to the team because they understood their mission.

The business lesson here is that when we fail to define something our customer wants, we fail to open a story gap in their mind. When we fail to open a story gap in our customer’s mind, we give them no motivation to engage our brand because they are not left with a story question that demands resolution.