#38: BIG NEWS—Introducing The StoryBrand Podcast
Timestamps are as accurate as they can be but may be slightly off. We encourage you to listen to the full context.
Podcast Summary
In this comprehensive presentation, Donald Miller unveils the StoryBrand framework - a revolutionary approach to business messaging that has helped over a million businesses clarify their communication. (00:24) Miller argues that most companies fail because they can't clearly articulate what problem they solve, leading customers to choose competitors with clearer messaging. The framework is built on ancient story structure principles that have captivated human attention for thousands of years, positioning customers as the hero of their story while businesses serve as the helpful guide.
• Main theme: Clear messaging wins, confusing messaging loses - businesses must help customers understand how they solve survival-related problems without burning mental calories
Speakers
Donald Miller
Donald Miller is the author of Building a Story Brand, which has sold over one million copies, and CEO of StoryBrand. His messaging framework has helped thousands of businesses achieve 10x to 100x increases in sales by clarifying their communication. Miller has worked with presidential candidates and major organizations, developing a reputation as the leading expert in business messaging clarity.
Kyle Reed
Kyle Reed is the host of the StoryBrand Podcast and has previously co-hosted "Why That Worked" with Donald Miller. He serves as a guide for business leaders looking to master clear messaging and storytelling in their marketing efforts.
Key Takeaways
Position Your Business as the Guide, Not the Hero
Miller emphasizes that customers are looking for a guide to help them win their story, not another hero to compete with. (38:03) Heroes in stories are weak characters who need help - they're ill-equipped, afraid, and filled with self-doubt until the final moments. When businesses position themselves as heroes, they're essentially positioning themselves as weak and removing themselves from the customer's story. Instead, businesses should be like Yoda to Luke Skywalker - the wise guide who helps the hero achieve their goals. This requires demonstrating both empathy (understanding the customer's pain) and competency (having the skills to solve their problem).
Own a Problem to Own the Market
The most critical insight Miller shares is that businesses must "own a problem" to dominate their market. (33:16) People only spend money to solve problems, yet most businesses hide this crucial information in their marketing. Miller challenges businesses to be able to circle at least 10 places on their website where they discuss customer problems. He shares a case study where simply rewriting product descriptions to focus on problems helped a supplement company grow from $9 million to $18 million in two years. The key is talking about problems "endlessly" - making the pain points so clear that customers immediately understand why they need your solution.
Create a Three-Step Plan to Reduce Customer Anxiety
Customers want to buy but are often scared of making the wrong decision or losing their money. (41:39) Miller recommends creating a simple three-step plan that builds a bridge from the customer's problem to your solution. For example, a financial advisor might offer: Step 1 - Intake session to understand risk tolerance, Step 2 - Custom report with recommendations, Step 3 - Ongoing support to execute the plan. This approach dramatically increases engagement because customers don't have to predict an uncertain future - they know exactly what to expect. It lifts the "cognitive dissonance" that prevents people from doing business with you.
Use the Magic Sales Phrase
Instead of passive calls-to-action like "learn more," Miller teaches a specific formula for closing sales. (43:32) The magic phrase is: "If you are struggling with X, you should buy Y. Would you like to buy it?" This works because most people are wondering whether buying your product is the right move. By confidently stating that your solution is the right move for their specific problem, you remove their uncertainty and they'll "hand you their credit card." Miller guarantees this approach will increase sales and recommends using it for 60 days to see results.
Start Every Business Conversation with the Problem
When someone asks "What do you do?", most people make the mistake of talking about their product first. (70:57) Miller's alternative approach: "I got tired of seeing people struggle with X. I knew it was hurting them, so I created Y to solve that problem." This immediately positions you as someone who helps people survive and thrive. Miller uses the example of two chefs - one who says "I'm an at-home chef" versus one who says "You know how most families don't eat together anymore, and when they do, they don't eat healthy? I'm an at-home chef who helps families connect around great meals." The second chef will always do more business because they started with the problem, making their solution infinitely more valuable.
Statistics & Facts
- Over 5,000 commercial messages are thrown at the average American every day, making it crucial for businesses to cut through the noise with clear messaging. (09:31)
- The human brain burns 600-800 calories per day just processing daily information, which is why people automatically filter out confusing messages to conserve mental energy. (09:02)
- The average brain spends 30% of its time daydreaming, but when someone starts telling a story, people stop daydreaming and pay attention for hours. (16:25)
