Straight to the point: a brand’s narrative needs a single, concise statement that ties all messaging together.

This is the premise behind Chapter 12 of Building a StoryBrand 2.0. The concept is called a controlling idea, and it functions as the moral or central theme of a business’s story.

Below is an in-depth look at why it matters and how it can supercharge brand clarity.

Why a Single Controlling Idea Matters

Chapter 12 highlights that customers have limited attention spans. Most are deciding whether to engage with a business in a matter of seconds.

If they struggle to figure out the offer, they lose interest and move on. The controlling idea pinpoints exactly what a brand stands for, why it exists, and how it helps customers.

The book offers The Lion King as an example: the story’s essence revolves around a young lion who must confront a malevolent uncle, assume his rightful place as king, and restore balance.

Stripped of subplots, that’s the movie’s controlling idea. In business, the same clarity is needed, ensuring that every message—from a tagline to a Twitter post—reinforces a single, unmistakable focus.

Subplots vs. the Main Plot

It can be tempting to introduce multiple angles or sub-messages. Chapter 12 warns against overcomplicating the narrative.

While subplots might entertain, they also risk distracting or confusing the audience. This confusion can lead customers to tune out, since trying to decode a muddled storyline demands more effort than many are willing to invest.

By homing in on a single controlling idea, a brand keeps the core “plot” recognizable and easy to digest.

The simple act of keeping extraneous details at bay helps the message stick and encourages customers to take action.

Putting the Controlling Idea to Work

The book introduces the real-world example of Jeff Tomaszewski, owner of MaxStrength Fitness. His main differentiator: clients can see results by working out for only twenty minutes, twice a week.

That’s a concise statement that quickly conveys the benefit and sets his gym apart from the countless alternatives.

Chapter 12 then illustrates how “twenty minutes, twice” should appear in every piece of marketing collateral—websites, email subject lines, social media bios, even merchandise. Repetition is deliberate.

By weaving the controlling idea through every brand touchpoint, businesses train customers to remember it. Essentially, the message becomes memorized by potential clients before they ever step through the door.

Refining and Repeating for Maximum Effect

Repetition isn’t optional. It’s a cornerstone of brand recall. Just as a good story might return to its main theme repeatedly, the controlling idea must be showcased over and over.

This way, it lodges in the mind of the target audience, giving them a clear way to articulate the brand’s promise.

Keeping the statement short and simple is crucial. A phrase that’s easy to repeat stands a much better chance of spreading through word of mouth.

The more people share a brand’s controlling idea with their networks, the more that business grows.

Teamly software—found at this link supports efforts like these by helping marketing and operational teams stay aligned on messaging, projects, and campaigns.

When every team member is on the same page about the core message, it’s that much easier to reinforce the single controlling idea across all customer-facing materials.

Asking the Right Questions

Chapter 12 also encourages businesses to quiz themselves: If a new customer only has two minutes to glance at a website, can they identify a central, unifying message?

If the answer is no, then there’s opportunity for a more robust controlling idea.

• What is the moral of the story?Are customers invited into a narrative about overcoming, saving money, or simplifying life? Define that moral clearly.
• What unique benefit is offered?Outline the distinctive element that sets a brand apart from all others in the marketplace.
• How should customers talk about the brand?Consider how the controlling idea functions as a simple elevator pitch that people can remember and share.

These questions guide the development of a statement that resonates. Once defined, the controlling idea becomes the litmus test for all brand communications.

Building a Lasting Impression

Chapter 12 emphasizes that every piece of collateral—be it a social media post, a testimonial video, or the banner on a tradeshow stand—should reflect the same controlling idea.

The goal is to ensure visitors “get it” in under a minute.

It’s also worth noting that controlling ideas can evolve. Brands may discover new facets of their personality or pivot toward a new audience.

Regularly revisiting that core message keeps it relevant and compelling.

All too often, a brand invests enormous effort into separate marketing materials without connecting them to a single theme.

The result? Fragmentation. That’s why the book declares: “If you take only one thing from this book, please leave with a controlling idea.” It’s a simple directive that can prevent a scattershot approach to communication.

Where to Learn More

Chapter 12 of Building a StoryBrand 2.0 provides a clear plan for harnessing a single, powerful statement that unifies brand messaging.

By defining and repeating a concise controlling idea, a brand can stand out in a crowded market and sustain audience engagement.

Get a copy of the book here:–> Building a StoryBrand 2.0

Chapter 11 of Building a StoryBrand 2.0 delivers a game-changing perspective for brands: the key to building loyalty and advocacy lies in helping customers achieve their aspirations.

The chapter emphasizes the universal human desire for transformation. Whether it’s striving to become more confident, adventurous, or competent, this desire drives nearly every decision.

What is Aspirational Identity?

Aspirational identity refers to the person your customer wants to become. Brands that align their messaging and offerings with this desired identity establish deep emotional connections with their customers.

• Example: Taylor Swift’s fans resonate with her strength, generosity, and self-expression. Her identity mirrors their aspirations, creating a strong emotional bond.
• Gerber Knives: The “Hello Trouble” campaign sells more than knives; it sells an image of resilience and adventure.

The Hero’s Journey in Branding

The hero’s journey, a timeless storytelling structure, perfectly aligns with the process of customer transformation. In this framework:

• The customer is the hero, starting in a state of doubt or challenge.
• The brand is the guide, offering tools, wisdom, and encouragement.
• The customer emerges transformed, having achieved their aspirational identity.

By positioning itself as the guide, a brand empowers the customer to overcome challenges and achieve growth.

From X to Y: Crafting a Transformation Framework

One of the most practical takeaways from this chapter is the “From X to Y” framework, which simplifies defining the customer transformation your brand offers. Here are a few examples:

• Pet Food Brand: From “passive dog owner” to “every dog’s hero.”
• Shampoo Brand: From “anxious and glum” to “carefree and radiant.”
• Financial Advisor: From “confused and ill-equipped” to “competent and smart.”

By clearly identifying where your customers are (X) and where they want to go (Y), you create messaging that resonates and inspires action.

Affirming Customer Success

Recognizing and celebrating the customer’s transformation is a crucial part of the branding journey.

It not only validates their progress but also strengthens their emotional connection with the brand. A great example of this is Dave Ramsey’s “Debt-Free Scream,” where customers publicly celebrate their financial freedom.

How Teamly Empowers Transformation

Teamly software provides a fantastic example of how a product can act as a guide.

By offering tools that streamline workflows, enhance collaboration, and boost productivity, Teamly helps teams transform from overwhelmed and disorganized to efficient and high-performing. Learn more about Teamly.

Participating in Your Customer’s Journey

To truly participate in your customer’s transformation, brands must go beyond selling products. They need to inspire belief in the customer’s ability to grow and succeed. This requires:

• Defining the customer’s aspirational identity clearly.
• Aligning all messaging and products with this identity.
• Empowering customers with tools and encouragement to overcome obstacles.

Great Brands Change Lives

Brands that succeed in helping customers transform are more than businesses; they are catalysts for change. Examples include:

• Apple: Empowering users to unleash their creativity through innovative technology.
• TOMS Shoes: Connecting purchases with social impact to inspire meaningful change.
• Dave Ramsey: Guiding people to financial peace and security.

Additional Strategies for Customer Transformation

Chapter 11 highlights the importance of solving three types of problems to create a transformative journey:

• External Problems: These are tangible, surface-level issues such as finding a reliable product or service.
• Internal Problems: Emotional struggles like self-doubt, fear, or frustration that your product can help alleviate.
• Philosophical Problems: Broader societal or ethical concerns, such as fairness or justice, that your brand aligns with.

Brands that address all three dimensions are seen as trusted guides, building long-term customer loyalty.

Reinforcing Brand Messaging

Consistency is key when communicating your brand’s promise. Every interaction, from ads to emails, should reinforce the transformation you offer. For instance:

• Use sound bites: Summarize the resolution your brand delivers in simple, memorable phrases.
• Leverage visuals: Include images that depict the transformation you promise. Happy, engaged customers are a powerful cue.
• Show specific results: Instead of vague claims, demonstrate clear outcomes your product provides.

Get Your Copy of Building a StoryBrand 2.0

Want to dive deeper into the transformative strategies outlined in Chapter 11? Get your copy of Building a StoryBrand 2.0 on Amazon and start helping your customers achieve their aspirations today.

In Chapter 10 of Building a StoryBrand 2.0, Donald Miller introduces a simple yet transformative principle: never assume your customers know how your brand can change their lives.

Instead, explicitly show them the journey and the destination your brand promises to deliver.

This chapter serves as a guide to crafting brand messages that resonate deeply with your audience by addressing their needs, challenges, and aspirations.

The importance of clarity cannot be overstated. Customers are inundated with noise in today’s market, and a brand that fails to provide a clear message risks losing its audience.

Chapter 10 emphasizes that clarity leads to trust, and trust leads to action. By using the StoryBrand framework, businesses can ensure their message cuts through the clutter and connects directly with the customer’s desires.

Understanding the Three Levels of Problems

Every effective brand story addresses three levels of customer problems:

• External Problems: The tangible, surface-level challenges customers face, such as finding a reliable product or service.
• Internal Problems: Emotional struggles like self-doubt, fear, or frustration that your product can help alleviate.
• Philosophical Problems: Broader societal or ethical concerns, such as fairness or justice, that your brand aligns with.

By solving all three, your brand becomes more than a product provider—it becomes a trusted guide.

For example, a fitness brand doesn’t just sell equipment (external); it offers a solution to the customer’s insecurity about their health (internal) and aligns with the belief that everyone deserves access to fitness resources (philosophical).

Crafting a Vision That Resonates

Brands must cast a clear and compelling vision for their customers. It’s not enough to sell a product; you need to articulate the transformation customers will experience. Ronald Reagan’s “shining city on a hill” and Nike’s commitment to “inspire every athlete” are examples of powerful visions that inspire action.

Use the “Before and After” framework to communicate your brand’s value:

• Before: Describe the customer’s struggles or unmet needs before discovering your brand.
• After: Highlight the transformation your brand delivers and how it makes life better.

Specificity is the key to success. Customers don’t resonate with vague promises; they need to see clear, tangible outcomes. For example, instead of saying, “Our software helps you save time,” show exactly how much time they’ll save and what they can do with that newfound freedom.

Resolving Story Loops

Great stories—and great brands—resolve conflicts. Chapter 10 explains how brands can act as guides, closing the “story loops” customers experience. By addressing external, internal, and philosophical problems, brands create a satisfying and memorable narrative. For example:

• External: A toothpaste brand solves the need for clean teeth.
• Internal: It alleviates concerns about harmful ingredients.
• Philosophical: It supports the belief that health should never be compromised for beauty.

To ensure your brand resonates, focus on the resolution. Customers need to know what life will look like after they engage with your brand. A successful brand paints a picture of the desired future and provides a roadmap to get there.

Connecting with Psychological Desires

The chapter outlines three universal psychological desires that brands can leverage to create deeper connections:

1. Winning Status: Customers seek respect and recognition. Offer exclusivity, premium options, or scarcity to satisfy this desire.
2. Creating Wholeness: Help customers feel complete by addressing their unmet needs, whether it’s reducing anxiety, saving time, or simplifying their lives.
3. Self-Realization: Inspire customers to reach their potential. Campaigns like Dove’s focus on self-acceptance exemplify this approach.

For example, brands like TOMS Shoes appeal to the desire for transcendence by combining stylish footwear with a social mission. Customers feel they are part of something larger than themselves, which strengthens loyalty.

Practical Tips for Refining Your Brand Message

Here’s how to apply Chapter 10’s insights to your brand:

• Use sound bites or taglines that clearly summarize the resolution your brand offers.
• Make your messaging specific—vague promises fail to inspire.
• Reinforce your vision in every customer interaction, from ads to emails.
• Leverage visuals that depict the transformation you promise. Images of happy, engaged customers provide powerful cues.

At Teamly, we’ve found these principles invaluable in helping businesses align their internal workflows with their larger vision. Teamly software simplifies team management, ensuring that your business operates smoothly as you focus on creating a compelling brand story.

Consistency is crucial. A fragmented brand message confuses customers and erodes trust. Make sure every piece of communication—from your website to your social media—reinforces your core promise.

Bring It All Together

Chapter 10 of Building a StoryBrand 2.0 is a must-read for anyone looking to elevate their brand messaging.

By addressing your customers’ problems, crafting a clear vision, and connecting with their psychological desires, your brand can inspire loyalty and drive results.

When refining your brand message, don’t be afraid to start small. Identify one key problem your product solves and build your narrative around it. As you refine your message, you’ll find new ways to connect with your audience and create lasting impressions.

Get your copy of Building a StoryBrand 2.0 on Amazon today.

When it comes to creating compelling brand messages, few books rival Building a StoryBrand 2.0. Chapter 9 dives deep into the idea that every customer is motivated to avoid failure.

This principle can transform how brands communicate, helping them forge stronger connections with their audiences. Below are the key takeaways from this chapter, along with practical applications for businesses.

The Psychology of Failure

At the heart of great storytelling lies a simple question: “Will the hero succeed or fail?” Chapter 9 explores how this principle applies to brands. Customers resonate with narratives that address their challenges and fears. Highlighting what’s at stake for them keeps their attention.

• Relatable heroes: Stories with vulnerable protagonists make audiences care.
• High stakes: Without stakes, a narrative loses tension and engagement.

This psychological principle isn’t just for movies or novels—it’s foundational for marketing. By crafting messages that resonate with the human desire to avoid failure, brands can communicate more effectively and emotionally.

This approach connects with customers on a deeper level, building trust and loyalty.

Consider the emotional impact of this principle. For example, in a world dominated by choices, customers often feel overwhelmed.

Narratives that simplify decisions by emphasizing stakes help cut through the noise. Customers want solutions that protect them from loss, whether financial, emotional, or social.

Using Stakes in Your Brand Messaging

Just as a story needs stakes to captivate an audience, brands need to define what their customers stand to lose by not acting. This makes the messaging compelling and meaningful. Consider the following steps:

1. Highlight the consequences of inaction.
2. Show how your product or service provides a solution.
3. Emphasize urgency with clear calls to action.

For example, if your product helps businesses streamline operations, emphasize the chaos and inefficiency they could avoid. This applies to any industry—whether you’re selling software, financial services, or educational tools.

Another effective approach is to create hypothetical scenarios that illustrate potential failures. This technique allows customers to envision the consequences of inaction, making the stakes feel immediate and real.

Case Study: Allstate’s “Mayhem” Campaign

One of the standout examples from Chapter 9 is Allstate’s iconic “Mayhem” campaign. Through humor and drama, it highlights everyday risks like accidents and home damage.

The campaign effectively foreshadows potential failure while offering a solution: insurance protection. This approach creates urgency and emotional resonance.

The brilliance of the “Mayhem” campaign lies in its ability to make risks tangible and relatable. By dramatizing scenarios that could happen to anyone, it creates a powerful connection with its audience.

This is a lesson all brands can apply: make the stakes real and relevant to your customers’ lives.

In addition to its relatability, the campaign demonstrates the importance of tone. Humor offsets fear, ensuring the message resonates without overwhelming the audience. This balance is key for any brand seeking to use stakes in its messaging.

The Power of Loss Aversion

Drawing from Daniel Kahneman’s Prospect Theory, Chapter 9 explains that people are more motivated to avoid losses than to pursue gains.

This insight is invaluable for crafting marketing messages. Highlighting what customers might lose if they don’t act can significantly boost engagement.

• Examples of losses: Missed financial savings, inefficiencies, or hidden fees.
• Frame solutions positively: Emphasize how your product can help customers avoid these pitfalls.

Loss aversion isn’t just about fear—it’s about creating urgency. When customers understand what’s at stake, they’re more likely to act quickly.

For example, a campaign for an eco-friendly product could emphasize the environmental impact of not switching to sustainable options.

Moreover, leveraging loss aversion can be particularly impactful in competitive markets. If your competitors offer similar products, framing your solution as a way to avoid failure differentiates you. Customers will see your brand as the safest choice.

Practical Applications for Businesses

Implementing these principles doesn’t require a massive budget. Brands can integrate stakes into their messaging through various channels:

• Website bullet points emphasizing risks of inaction.
• Emails that highlight consequences alongside solutions.
• Landing pages with clear stakes and calls to action.

For example, Teamly software can help businesses organize their operations more effectively, preventing costly inefficiencies and lost productivity.

By framing your messaging around the challenges customers face, you position your product as an essential solution.

It’s also essential to test your messaging. Use A/B testing to determine which stakes resonate most with your audience. Continuous optimization ensures your messages remain relevant and impactful.

Balancing Fear and Solutions

Chapter 9 emphasizes that fear should be used sparingly in messaging—like salt in a recipe.

Too much can overwhelm your audience, but just enough can create urgency. Pair fear-based messaging with actionable solutions to empower customers instead of paralyzing them.

“Don’t postpone your retirement. You’ve worked too hard for too long to not enjoy time with your grandchildren.”

 

This approach ensures that customers feel motivated rather than manipulated. It’s about guiding them toward a positive outcome while acknowledging the stakes.

Additionally, storytelling can play a crucial role here. Narratives that showcase relatable characters overcoming challenges make the stakes feel authentic. Customers are more likely to trust brands that present genuine stories of transformation.

Examples from the Book

• Perkins Motorplex: Avoiding the pain of buying a lemon or being ripped off.
• Rely Technology: Preventing the frustration of confusing home tech setups.
• WinShape Camps: Helping parents avoid a restless, unproductive summer for their kids.

These examples illustrate how diverse industries can apply the principles from Chapter 9. By identifying the stakes for your specific audience, you can craft messages that resonate deeply and drive action.

Remember, the key is specificity. Generic stakes won’t capture attention. Tailor your messaging to address the unique concerns of your audience, and they’ll see your brand as indispensable.

Ready to transform your brand messaging? Get your copy of Building a StoryBrand 2.0 today on Amazon.

In Chapter 8 of Building a StoryBrand 2.0, the author emphasizes a critical marketing principle: customers do not take action unless they are challenged.

A clear, actionable call to action (CTA) is the external force that drives customers to make decisions. Without it, even the most compelling narrative or product can fail to inspire action.

Just as characters in stories need an inciting incident to spur them into action, customers need a direct challenge to move forward.

Whether it’s a bold button on your website or an explicit offer in an email, the clarity of your CTA can be the difference between engagement and inaction. Without a clear directive, customers are left uncertain about what to do next, and that uncertainty often translates to lost opportunities.

Think about the last time you were browsing a website. Did a clear button, such as “Get Started” or “Download Now,” draw your attention? If so, that’s a CTA in action.

But imagine if that same website lacked any such direction. Would you have taken the next step, or would you have moved on to another site?

This scenario illustrates the vital role CTAs play in creating a seamless customer journey.

Two Types of Calls to Action

Direct Calls to Action

Direct CTAs are straightforward and aim to drive immediate action. Examples include:

• “Buy Now”
• “Schedule an Appointment”
• “Call Today”

These CTAs are essential for guiding customers who are ready to make a purchase or take the next step. They should be prominently displayed, easy to find, and repeated across touchpoints like your website, emails, and advertisements.

Moreover, direct CTAs must align with the customer’s current stage in their journey.

If someone is ready to buy, a strong “Buy Now” button works wonders. But if they are still evaluating options, a different approach may be necessary. Strategic placement of direct CTAs on product pages, checkout pages, and email campaigns ensures your audience always knows the next step.

Transitional Calls to Action

Transitional CTAs, on the other hand, focus on building trust and nurturing relationships. These CTAs are designed to provide value before asking for a significant commitment. Examples include:

• Offering a free PDF or whitepaper
• Providing a free trial or sample
• Hosting a webinar or live event

Transitional CTAs are like the first steps in a relationship. They allow customers to engage with your brand without feeling pressured, paving the way for future conversions.

A well-executed transitional CTA can transform casual visitors into loyal customers by demonstrating your expertise and providing value upfront.

The book shares an example of offering a free PDF titled “5 Things Your Website Should Include,” which led to thousands of downloads.

At the end of the PDF, there was a CTA for a marketing workshop. The result? Workshop revenue doubled within a year without additional marketing spend. This case study underscores how transitional CTAs can be an invaluable tool for growth.

The Role of Clarity in Marketing

One of the most significant barriers to conversion is vagueness. Passive statements like “Let me know if you’re interested” leave customers confused about the next steps. Instead, a clear, direct CTA eliminates uncertainty and inspires confidence.

Clarity extends beyond the language of the CTA itself. The placement, design, and context all contribute to how effectively the CTA captures attention.

For example, a “Schedule a Call” button prominently displayed on a landing page will outperform a generic “Contact Us” link buried in the footer. The former speaks directly to the customer’s needs, while the latter requires unnecessary effort to interpret.

The book highlights a case where a business saw a dramatic increase in sales after implementing a clear “Schedule a Call” button combined with nurturing follow-up emails. This approach not only guided customers toward a decision but also reinforced trust at every stage of their journey.

Practical Steps to Create Effective CTAs

1. Stake a Claim to Your Territory

Establish your authority by creating valuable resources like whitepapers, video tutorials, or webinars. This positions your brand as a leader in its field and builds trust with potential customers.

For instance, if your company specializes in productivity solutions, offering a guide like “10 Ways to Optimize Your Workflow” can position you as the go-to expert.

2. Create Reciprocity

Generosity fosters loyalty. By offering free value upfront, such as educational content or samples, you encourage customers to reciprocate by engaging further with your brand. This give-and-take dynamic strengthens the relationship and keeps your brand top of mind.

3. Position Yourself as the Guide

Help customers solve their problems and position your product or service as the ultimate solution.

When customers trust you as their guide, they are more likely to follow your recommendations. Positioning yourself as the expert in your field ensures that when customers encounter challenges, they turn to you for solutions.

Practical tools like Teamly can complement these efforts by helping businesses manage their workflows effectively.

By integrating software like Teamly, companies can streamline their processes while focusing on delivering actionable CTAs to their customers.

Defining the Stakes

Every great story has stakes—what the hero stands to gain or lose. In marketing, stakes are the consequences customers face if they choose (or don’t choose) your product or service. Defining these stakes adds urgency and intrigue to your message, compelling customers to act.

For example, a software company might highlight the time wasted without automation or the potential for errors without proper tools.

By defining the stakes, businesses can create a sense of importance around their offerings, making their CTAs even more impactful.

Brainstorming potential stakes and incorporating them into your BrandScript can help refine your messaging. Tools like StoryBrand.AI make this process straightforward, ensuring that every aspect of your communication aligns with your customers’ needs.

Examples and Final Insights

Effective CTAs can take many forms, from direct “Buy Now” buttons to transitional offers like free trials. Whatever the approach, the key is clarity, consistency, and value. Customers respond to brands that understand their journey and provide the right guidance at the right time.

Ready to transform your business with these actionable insights? Grab a copy of Building a StoryBrand 2.0 and start creating CTAs that drive results today!

In Chapter 7 of Building a StoryBrand 2.0, Donald Miller tackles a critical question: how do businesses help customers move from hope to action?

The answer lies in providing a clear, actionable plan.Customers often hesitate at the point of purchase due to uncertainty and fear of making a wrong decision. By offering simple, step-by-step guidance, businesses can alleviate these concerns and build trust.

This chapter highlights that a well-constructed plan serves as a bridge between a customer’s aspirations and their willingness to take action.

Without it, businesses risk losing potential customers who feel overwhelmed or unsure about the next steps. The plan reduces confusion, removes barriers, and helps establish confidence in the decision to move forward.

Why Customers Hesitate

Even after businesses establish themselves as trustworthy guides, customers may still feel unsure about committing.

This hesitation often stems from cognitive dissonance—a psychological tension caused by uncertainty about potential outcomes. Customers might think:

• “What if this doesn’t work?”
• “What if I waste my money?”
• “How hard will it be to implement?”

Cognitive dissonance is a natural response to perceived risk, and it often prevents customers from making purchases.

The chapter explains how businesses can combat this by providing clarity and simplifying decision-making processes. A well-defined plan demonstrates competence and ensures customers feel supported throughout their journey.

Miller emphasizes that confusion is the enemy of action. When customers are unsure about how to proceed, they’re more likely to abandon their goals.

By offering step-by-step guidance, businesses can eliminate doubts and make the path forward feel achievable and manageable.

The Two Types of Plans

1. The Process Plan

A process plan outlines the steps customers need to take to either engage with your business or successfully use your product.

This type of plan serves as a roadmap, breaking down potentially overwhelming tasks into manageable actions. For example:

• If selling garage shelves:
  1. Measure your space.
  2. Order the items that fit.
  3. Install using basic tools.
• If offering a service-based product:
  1. Schedule an appointment.
  2. Create a customized plan.
  3. Execute the plan together.

A process plan can also include post-purchase steps to simplify the user experience. For instance, onboarding guides for software users can break down complex systems into manageable phases.

Teamly, for example, supports teams with intuitive tools that streamline collaboration and make onboarding easy.

The effectiveness of a process plan lies in its simplicity. By presenting a clear and structured pathway, businesses help customers overcome inertia and move closer to achieving their goals. This approach not only builds trust but also enhances customer satisfaction and loyalty.

2. The Agreement Plan

An agreement plan focuses on alleviating customer fears by making explicit promises.

A great example is CarMax’s four-point guarantee, which reassures customers they won’t face high-pressure sales tactics or low-quality vehicles. Agreement plans work quietly in the background, building trust through shared values and reliable commitments.

Agreement plans are particularly effective for addressing deeper emotional concerns. For instance, a financial services company might promise transparency and ethical practices, helping clients feel more confident about their investment decisions.

These agreements serve as a foundation for long-term relationships, emphasizing alignment between customer needs and business values.

Another benefit of agreement plans is their ability to differentiate a brand. By clearly articulating what sets your business apart, you create a sense of security and confidence that encourages customers to choose your products or services.

Keep It Simple

Simplicity is the cornerstone of an effective plan. The chapter emphasizes that plans should consist of 3 to 6 steps.

Overloading customers with information can increase confusion and deter them from taking action. Instead, focus on providing clarity and guiding them through a straightforward journey.

Naming your plan adds another layer of effectiveness. Titles like “Easy Installation Plan” or “Customer Satisfaction Guarantee” make the plan feel tangible and reinforce your commitment to customer success.

A memorable name not only enhances the customer experience but also strengthens your brand identity.

Miller also highlights the importance of tailoring plans to different customer segments. By understanding specific pain points and preferences, businesses can create customized plans that resonate deeply with their audience.

This personalization fosters a sense of connection and ensures customers feel valued and understood.

Practical Steps for Implementing a Plan

Miller offers actionable advice for creating plans that resonate with customers:

• Define the steps your customers need to take, ensuring each step is simple and clear.
• Address common fears and uncertainties with explicit agreements.
• Use concise language to reduce confusion and increase confidence.
• Test your plans and iterate based on customer feedback.

To further enhance the impact of your plans, consider integrating visual aids or interactive tools.

For example, flowcharts, videos, or step-by-step tutorials can make the process more engaging and accessible. These elements not only clarify instructions but also create a more immersive customer experience.

Where to Get Your Copy

Ready to dive deeper into the transformative insights of Building a StoryBrand 2.0? You can get your copy today on Amazon and start building plans that lead your customers to success.

Chapter 6 of Donald Miller’s Building a StoryBrand 2.0 offers a compelling blueprint for businesses to refine their messaging and resonate more deeply with their customers.

The central lesson? Customers are not looking for another hero—they’re looking for a guide.

This chapter is packed with actionable insights and examples that make it a must-read for anyone looking to clarify their message and build stronger connections with their audience.

The Power of Positioning: Be the Guide, Not the Hero

One of the most common mistakes brands make is positioning themselves as the hero of the story. In storytelling, heroes are often portrayed as uncertain and in need of transformation.

By contrast, the guide is confident, empathetic, and equipped to help the hero succeed. Your customers are the heroes of their own stories, and your role is to guide them to victory.

Consider this: customers wake up every day with their own challenges and aspirations.

They aren’t looking for another hero to compete with. They’re searching for someone who can provide wisdom, direction, and solutions. The lesson here is clear—your brand must position itself as the guide that helps customers achieve their goals.

The Two Essential Traits of a Guide

Empathy

Empathy is about understanding and acknowledging your customers’ struggles.

It’s the bridge that creates trust. For example, when Bill Clinton famously said, “I feel your pain,” during his 1992 presidential campaign, he connected with voters on a deeply personal level. This approach helped him position himself as a guide who truly understood their challenges.

Empathy can be conveyed in marketing through simple, relatable statements such as, “We understand how it feels to…” or “Like you, we’ve experienced…” These phrases demonstrate that you see and hear your customers, fostering a bond of trust.

Competency

While empathy builds trust, competency cements respect. Your customers need to know that you have the expertise to solve their problems.

Demonstrating competency can take many forms, such as showcasing testimonials, statistics, awards, or case studies. For instance, including a statistic like “95% of our customers saw results in just one week” can reassure potential buyers that your product delivers on its promises.

Practical Ways to Showcase Competency

• Testimonials: Share success stories from satisfied customers. Brief, focused testimonials can significantly boost credibility.
• Statistics: Use quantifiable data to highlight your product’s effectiveness.
• Awards: Showcase any industry recognition you’ve received to build trust.
• Press Mentions: Highlight media coverage or endorsements to add social proof.
• Logos: Display logos of notable clients or partners to reinforce your credibility.

For example, the skincare brand Némah leveraged its origin story to connect with mothers seeking safe products.

By combining empathy (understanding mothers’ concerns) with competency (rigorous product development), Némah successfully positioned itself as a trusted guide.

Additionally, case studies can be a powerful tool to demonstrate how your brand solves real-world problems.

By presenting detailed narratives of customer challenges and how your product or service provided a solution, you highlight both your empathy for the issue and your capability to address it effectively. Case studies also add depth to your marketing materials, making them more compelling and relatable.

Another critical aspect is the consistent use of storytelling to highlight your customers’ transformation.

Sharing how others have overcome challenges with your help not only reinforces your role as a guide but also provides aspirational value for potential clients. People connect with stories, and by illustrating success through relatable narratives, you position your brand as both approachable and effective.

Making a Great First Impression

First impressions matter, especially in business.

Harvard professor Amy Cuddy’s research highlights two critical questions people subconsciously ask when meeting someone new: “Can I trust this person?” and “Can I respect this person?” Your brand’s messaging must address these questions upfront by demonstrating both empathy and competency.

Consider how Teamly, a business management software, positions itself as a trusted guide.

By emphasizing how its tools simplify team collaboration and enhance productivity, Teamly addresses customer pain points while showcasing its expertise in the field. This approach makes it easier for customers to trust and respect the brand.

Beyond these initial impressions, your brand must consistently reinforce trust and respect throughout the customer journey.

Every touchpoint, from your website to your customer service interactions, should reflect the same level of care and professionalism. Customers are more likely to engage with and recommend brands that prioritize their needs and deliver on promises.

Empathy and Competency in Action

In Building a StoryBrand 2.0, Donald Miller emphasizes that the combination of empathy and competency is what transforms a brand from just another option into a trusted guide.

By addressing customers’ pain points and proving your ability to help them succeed, you create a compelling narrative that resonates deeply with your audience.

Brainstorming how to integrate these principles into your marketing can make a significant difference. Ask yourself:

• What empathetic statements can you use to connect with your customers?
• What evidence of competency can you showcase to build credibility?

Moreover, maintaining authenticity is key. Customers are increasingly savvy and can quickly detect insincerity.

Ensure that your empathy is genuine and your claims of competency are backed by real results. Authenticity not only builds trust but also fosters long-term loyalty.

Consider implementing an internal review system to ensure all customer touchpoints reflect your brand’s values of empathy and competency.

For example, regularly evaluating your customer service scripts, marketing materials, and social media interactions can help identify areas for improvement. Small adjustments can make a big difference in how customers perceive your brand.

Takeaways for Your Brand

To position your brand as a guide:

• Focus on the customer’s journey, not your own story.
• Use empathy to show you understand their challenges.
• Back up your claims with tangible evidence of competency.
• Leverage your brand story to highlight how your experiences make you uniquely qualified to help customers.
• Regularly assess and refine your communication strategies to ensure alignment with your brand’s core values.

 

To learn more about how to transform your messaging and position your brand as a guide, get your copy of Building a StoryBrand 2.0 on Amazon.

Chapter 5 of Building a StoryBrand 2.0 delivers a powerful principle: while businesses often sell solutions to external problems, customers are primarily motivated by solutions to their internal problems.

The chapter emphasizes that every story—and every brand—needs a well-defined problem to act as its central hook. Without this, customer engagement falters.

The Three Levels of Problems

In Chapter 5, Donald Miller explains that customers experience problems on three distinct levels: external, internal, and philosophical.

External Problems

External problems are the tangible, visible challenges customers face. For instance, a leaky pipe, unreliable technology, or hunger might all fall into this category. These problems are straightforward and easy to identify.

Internal Problems

Internal problems are the emotional frustrations that arise from external challenges. They tap into feelings of self-doubt, embarrassment, or incompetence. These emotional struggles are often the primary motivators behind a customer’s decision to buy.

Philosophical Problems

Philosophical problems bring depth and universality to a brand’s story. They address broader ethical or existential questions, such as fairness, justice, or the battle between good and evil. These problems resonate on a more profound level and give customers a sense that their purchase aligns with their values.

The Role of the Villain

Every compelling story has a villain, and so should every compelling brand narrative. The villain is the root cause of the customer’s problem, giving the conflict focus and urgency. Miller outlines five characteristics of an effective villain:

• Root Source: The villain should represent the true cause of the problem.
• Relatable: Customers should instantly recognize and dislike the villain.
• Singular: Avoid multiple villains to maintain clarity and focus.
• Real: Stay authentic and avoid exaggeration.
• Engaging: In some cases, a playful or lighthearted villain can work effectively.

For example, a pest control brand might personify dust bunnies as mischievous gangs to highlight the external problem while also tapping into the homeowner’s internal frustration with cleanliness.

Case Studies and Examples

Chapter 5 offers real-world examples of how successful brands address all three levels of problems.

• Apple: The iconic “Mac vs. PC” campaign tackled internal problems by positioning Apple as the friendly, approachable alternative to intimidating technology.
• CarMax: Rather than just advertising cars, CarMax alleviated the internal frustration of negotiating with used-car salespeople by offering a transparent and stress-free experience.
• Starbucks: Starbucks transformed coffee into an experience, addressing customers’ internal desires for connection and comfort while elevating the philosophical value of taking a break from the daily grind.

These brands show how addressing internal and philosophical problems, in addition to external ones, creates a deeper bond with customers. Moreover, this approach encourages long-term loyalty, as customers feel seen, heard, and valued at multiple levels.

Teamly software aligns with this principle by helping businesses tackle the external problem of workplace inefficiencies, the internal frustration of overwhelmed team members, and the philosophical drive for fairness and collaboration.

By creating tools that simplify workflows and encourage transparency, Teamly positions itself as an indispensable ally in the modern workplace.

Another excellent example comes from the rental car industry. National Car Rental, through its marketing, identified an internal frustration many customers experience: unnecessary small talk at the counter.

Their ads directly addressed this pain point, offering a frictionless rental experience. By understanding their customers’ deeper frustrations, National created a loyal customer base willing to advocate for their streamlined process.

Integrating the StoryBrand Framework

To apply these principles, brands can use the StoryBrand framework to craft their narratives. The process involves:

1. Identifying the villain that causes your customer’s struggles.
2. Defining the external, internal, and philosophical problems your brand solves.
3. Positioning your product or service as the solution to these problems.

For example, Tesla doesn’t just sell cars. It frames its products as solutions to gas-guzzling technology (external), the frustration of outdated systems (internal), and the belief that vehicles should help protect the environment (philosophical).

This multi-layered approach positions Tesla as both innovative and mission-driven, making its customers feel part of a larger movement.

Similarly, brands like Nespresso have revolutionized the home coffee experience by tackling external problems (inconsistent coffee quality), internal problems (desire for sophistication at home), and philosophical beliefs (everyone deserves a gourmet coffee experience).

By addressing all three levels, Nespresso has redefined its market and turned everyday customers into brand advocates.

The Perfect Brand Promise

Miller explains that the most compelling brand stories resolve all three levels of conflict in a single, cohesive promise.

For instance, in Star Wars: A New Hope, Luke Skywalker defeats the Death Star (external), overcomes his self-doubt as a Jedi (internal), and fights for the greater good against evil (philosophical). This trifecta creates a deeply satisfying narrative that audiences remember.

Brands can emulate this by crafting a promise that addresses external, internal, and philosophical challenges, ensuring that customers feel understood and empowered.

This strategy doesn’t just solve problems—it creates brand evangelists, people who passionately advocate for the product or service because it aligns with their personal values and aspirations.

Imagine a world where every product tells a story that resonates deeply with its audience.

By following the StoryBrand principles, businesses can craft these narratives, driving engagement and creating meaningful connections.

Whether it’s a coffee shop offering a sense of community or a software platform like Teamly revolutionizing team dynamics, the possibilities are endless.

As Donald Miller highlights, closing the loop on the story you tell your customers is critical.

Every aspect of the brand promise—from ads to customer service—should reflect the resolution of the external, internal, and philosophical problems customers face.

This consistent alignment ensures that customers see your brand as trustworthy, dependable, and ultimately indispensable to their lives.

Get Your Copy of Building a StoryBrand 2.0

Ready to dive deeper into the StoryBrand framework? Get your copy of Building a StoryBrand 2.0 on Amazon and transform the way you connect with your customers.

Chapter 4 of Building a StoryBrand 2.0 by Donald Miller dives straight into what makes storytelling—and branding—work. The cornerstone of every successful narrative? The hero. And in business, the hero is not your company—it’s your customer. By defining what the customer wants, brands can craft compelling narratives that keep audiences engaged and motivated to take action.

In branding, customers subconsciously ask, “Can this brand help me get what I want?” Whether it’s saving money, gaining status, or finding rest, clearly articulating this answer is the first step in engaging your audience.

It’s important to remember that storytelling isn’t just a gimmick. It’s a framework that aligns with how people process information.

By presenting your brand as the guide and the customer as the hero, you not only create emotional resonance but also clarity in how your product or service solves their problem. Think about how your brand can answer this fundamental question in all of its messaging and touchpoints.

Defining the Customer’s Desire

Effective storytelling hinges on clarity. The clearer the hero’s desire, the stronger the story.

Miller illustrates this with the case of a luxury resort that shifted its messaging from showcasing facilities to emphasizing its customers’ need for rest and relaxation. A simple phrase—“Find the luxury and rest you’ve been looking for”—transformed their marketing and brought alignment across the organization.

Brands that simplify their messaging invite customers into a clear and defined story. Complex messaging, however, leaves customers confused and disengaged. Take a financial adviser, for example. Instead of listing every service offered, a tagline like “A Plan for Your Retirement” communicates a singular, compelling solution.

Clarity in messaging isn’t just about simplicity—it’s about relevance. Your customers’ desires should be at the center of every headline, tagline, and campaign. Consider crafting micro-campaigns for specific products or services that all connect back to the overarching desire your brand promises to fulfill.

At Teamly, for example, the software focuses on simplifying team collaboration, helping businesses achieve their goals seamlessly. The message is clear: Teamly saves time, fosters collaboration, and drives success, all of which align with the core needs of its users.

Open the Gap: The Power of Story Gaps

A key storytelling technique is the “story gap.” A story gap creates tension between where the hero is now and where they want to be. In the branding world, this might look like highlighting the problem your customer faces and presenting your product as the resolution.

For example, a Mother’s Day campaign might feature the question: “Looking for something Mom will love? We’ve got 20 ideas under $100.” This opens a story gap that’s closed when customers visit the store to discover those 20 gift ideas.

From classical music to poetry, story gaps captivate human attention. Hunger is a gap; food closes it. Luxury brands like Rolex and Mercedes use status gaps, making customers feel that their products can elevate their identity and resolve their aspirations for power or refinement.

The power of a story gap lies in its ability to hook the audience. Whether it’s a product page, a social media ad, or an email campaign, identify the gap between the current state and the desired outcome. Show customers how your brand bridges that gap in a tangible and relatable way.

Survival: The Foundation of Customer Desires

Humans are wired for survival, and this instinct underpins much of what drives customer behavior. Miller identifies several survival-driven desires that brands can tap into, such as:

• Conserving Resources: Walmart’s tagline, “Save Money. Live Better,” resonates with customers by linking savings to their basic survival needs.
• Building Community: Brands that foster connection—like Teamly, which offers software to streamline collaboration—appeal to the human desire for belonging.
• Gaining Status: Luxury brands sell more than products; they sell the promise of status, power, and prestige.

Survival-focused messaging works because it connects with customers on a primal level, making your brand indispensable.

Brands can also address deeper desires tied to survival, such as security, meaning, and generosity. Patagonia, for instance, ties its products to sustainable practices and larger causes, appealing to customers who want to make a positive impact. This creates a sense of purpose beyond the product itself, further strengthening customer loyalty.

The Importance of Clarity in Messaging

Miller stresses that vague or overly complex messaging alienates customers. Brands must answer a single burning question: “Where are you taking your customer?”

Imagine picking up a hitchhiker. The one thing they want to know is, “Where are we going?” Similarly, your customers want to know exactly how your brand will help them achieve their goals. If your messaging isn’t clear, they’ll look elsewhere.

The solution? Simplicity. For instance, the outdoor clothing brand Filson communicates its value with a simple tagline: “Might as well have the best.” By defining your customer’s desire and speaking to it directly, your brand gains clarity, focus, and trust.

Clear messaging doesn’t just benefit customers—it strengthens internal alignment too. When everyone in your organization understands the core message, it’s easier to stay focused and deliver consistent value. Invest time in crafting your message and watch it pay dividends in customer engagement and trust.

Action Steps: How to Apply Chapter 4

Start by defining your customer’s primary desire using the StoryBrand BrandScript framework. This involves identifying the specific problem your customer faces and clarifying how your brand provides the solution. For businesses that use tools like Teamly, aligning your software’s benefits with your customer’s goals can be a game-changer.

Next, simplify your messaging. Focus on one clear, memorable message that highlights your role as a guide helping the customer achieve their goal. Avoid overwhelming them with multiple options or vague promises.

Finally, open a story gap. Show your customers where they are now and where they could be with your product or service. This tension drives engagement and encourages action.

As you refine your approach, remember to continuously test and iterate. What resonates today might evolve as customer needs change. Keeping your finger on the pulse of their desires ensures your brand remains relevant and impactful.

Want to learn more about creating a compelling brand story? Get your copy of Building a StoryBrand 2.0 today.

Businesses often struggle to communicate their value to customers. The SB7 Framework, introduced in Building a StoryBrand 2.0, provides a simple yet powerful roadmap for creating clear, compelling brand messages.

Chapter 3 of the book dives into this framework, helping brands connect with customers by telling a story where the customer is the hero. This blog explores the key takeaways from Chapter 3 and how the framework can transform your messaging strategy.

1. The Customer Is the Hero

One of the most important principles of the SB7 Framework is that the customer is the hero of the story, not your brand.

Customers are looking for solutions to their problems, not another competitor claiming the spotlight. When brands position themselves as guides, they become trusted allies in the customer’s journey.

This shift in perspective builds trust and makes the brand more relatable and approachable.

Think of brands like Teamly, which positions itself as a tool to help businesses streamline project management and collaboration.

By focusing on what customers need—efficiency and clarity—Teamly becomes the trusted guide for businesses seeking productivity solutions. Visit Teamly to learn more about how they support teams effectively.

2. Identify the Problem

Customers buy solutions to their problems. Chapter 3 emphasizes the importance of identifying and articulating these problems clearly. The SB7 Framework outlines three levels of problems:

• External Problems: Functional issues customers face, like lack of time or resources.
• Internal Problems: Emotional struggles, such as frustration or overwhelm.
• Philosophical Problems: Broader values or beliefs, like fairness or quality.

Brands that address all three levels create deeper connections with their customers, making them feel understood and supported.

Recognizing these layers allows businesses to craft messaging that goes beyond surface-level needs, positioning their product or service as the ultimate solution.

Moreover, identifying the problem with precision ensures your brand messaging resonates with your audience’s struggles.

The more specific the problem, the more likely your customers are to see your product or service as the solution they need. This clarity strengthens your relationship with them, boosting trust and engagement.

3. Become the Guide

Guides are essential in every great story. In the SB7 Framework, the brand takes on this role, offering empathy and authority to lead the customer toward success.

Think of iconic guides like Yoda from Star Wars—their job is to empower the hero without overshadowing their journey.

Positioning your brand as the guide involves two key elements:

• Empathy: Show that you understand the customer’s struggles.
• Authority: Prove you have the expertise to help them succeed.

Empathy builds rapport, while authority instills confidence in your ability to deliver. Together, these qualities create a compelling narrative that encourages customers to trust your brand.

For instance, showcasing testimonials, case studies, or data can amplify your credibility, reinforcing your role as a reliable guide.

4. Provide a Clear Plan

Customers need a clear path to solve their problems. The SB7 Framework introduces two types of plans:

• Agreement Plan: Reduce risk with guarantees or assurances.
• Process Plan: Break down steps to show how your solution works.

A clear plan eliminates confusion and gives customers the confidence to take the next step. For example, an agreement plan might include a money-back guarantee, while a process plan might outline the steps needed to get started with a product or service.

Both plans work together to remove barriers to entry and encourage action.

Additionally, your plan should be visually simple and easy to follow. Charts, diagrams, or bullet points can help outline the process, ensuring customers feel equipped and reassured to proceed.

The easier it is to understand the plan, the faster customers are likely to take action.

5. Issue a Call to Action

Calls to action are essential for guiding customers to take the next step. Chapter 3 outlines two types of calls to action:

• Direct Calls to Action: Clear, specific instructions like “Buy Now” or “Schedule a Demo.”
• Transitional Calls to Action: Gentle nudges like offering a free guide or consultation.

Without a strong call to action, customers may hesitate or lose interest. Ensure your messaging always includes a clear and compelling next step.

Transitional calls to action are particularly effective in nurturing leads who may not be ready to commit immediately but are interested in learning more.

For example, offering downloadable resources, email newsletters, or webinars keeps potential customers engaged and builds a stronger relationship over time. These small steps lead them closer to making a purchase decision.

6. Highlight the Stakes

Every story needs stakes to create urgency. What do customers stand to lose if they don’t take action?

Chapter 3 encourages brands to paint a vivid picture of the risks and consequences of inaction. This could be as simple as missing out on savings or as significant as failing to solve a pressing problem.

By addressing these stakes, brands motivate customers to act and position themselves as essential partners in avoiding failure. Highlighting the stakes not only creates urgency but also reinforces the value of your solution in the customer’s eyes.

To emphasize stakes effectively, use emotional language that aligns with your audience’s concerns.

Highlight the potential frustrations, lost opportunities, or setbacks they might experience without your product. Creating urgency helps customers feel the immediate need for a solution.

7. Paint a Picture of Success

The final step of the SB7 Framework is showing customers how their lives will improve by choosing your brand.

This could include increased confidence, peace of mind, or tangible benefits like higher productivity or cost savings.

Examples from Chapter 3 include Ronald Reagan’s “shining city on a hill” and Weight Watchers’ promise of transformation. These success stories inspire action and loyalty, showing customers the brighter future your brand can offer.

Offering clear examples of success makes it easier for customers to envision themselves achieving similar results, solidifying their decision to engage with your brand.

Success stories can be further enhanced with visuals, testimonials, and relatable narratives. Let your customers see themselves in the outcome you promise, creating a powerful connection that drives their decision-making process.

Start Using the SB7 Framework Today

The SB7 Framework from Building a StoryBrand 2.0 is a game-changer for businesses seeking clarity in their messaging.

By positioning your customer as the hero and following these seven steps, you can create a compelling narrative that resonates with your audience and drives results. Ready to dive deeper? Get your copy of the book today on Amazon.