The Power of Story: Why Every Business Needs the StoryBrand Framework

I am convinced now more than ever that StoryBrand is one of the best tools to help you and your business.

Today, my friend Donald Miller released Building a StoryBrand 2.0, which you can get on Amazon. A few weeks ago, I received an advanced reader copy and read through an improved version of the New York Times Best-Selling book (which I have often referred to as the best business book I've ever read). With expanded chapters, new examples, and free access to StoryBrand AI, the 2.0 edition is the ultimate guide to crafting a clear, compelling message that grows your business.

Here's why it should matter to you and how you can use StoryBrand to make your business better in 2024:

Story is a Sense-Making Device

For thousands of years, humans have utilized stories to help things make sense. Whether it's authors writing about history or ancient people writing myths and religious texts, stories have been at the center of helping other humans make things make sense.

Today, we are surrounded by story. We are in the golden age of access to movies and TV shows, and we can watch amazing stories from the comfort of our homes. We get told stories by news outlets, companies, and media about the world around us.

Stories work. Good stories utilize seven main parts that make up the StoryBrand framework: a hero has a problem, they meet a guide, who gives them a plan, calls them to action, and the plan results in success or failure. Think about it: most classic movies follow these main seven plot points.

When you use these seven parts of a story in your business, you can tell a compelling story to your customers so that they pay attention and listen. Using the StoryBrand Framework, I’ve had the privilege of helping businesses clarify their message and unlock growth they didn’t think was possible. I’ve watched companies go from struggling to stand out to becoming the go-to in their industry — all because they told a clear story.

Beyond marketing, utilizing stories in your messaging and communication will make you a better leader. StoryBrand helps you clarify your message so that people will listen. We read over 10,000 words a day, and if you aren't intentional about being compelling in your messaging, people will forget yours.

Utilize StoryBrand and story in your marketing, communication, sales, and messaging to help people understand what they need to do.

Focus on Solving a Problem

Any good movie starts with a character that has a problem. Star Wars doesn't oepn up with Luke brushing his teeth and going into the market for some blue milk. The movie opens with a small rebel ship being chased by an enormous, armed vessel that takes up the full width of the screen. We immediately can see: our heros are dealing with a major problem. What happens next?

In your business, people don't want to know what year your company was founded or that your grandad started it. They want to know one thing: Can you help me solve a problem?

If you could make just one change to your messaging, marketing, and communication, I suggest finding out what problem you are helping solve for your customers. If you clarify and get specific about your customer's problems and how you help solve them, you will see dramatic results in your business. People only pay attention to you and your business after they know you understand their problems.

The Customer is the Hero, Not Your Brand

One of the biggest problems I see today in messaging and marketing is companies making themselves the hero in their messaging. People don't want to have another hero in their lives; they want to be heroes. But far too many businesses don't get this right, and it costs them.

The strongest character in any good story is the Guide, and the guide is the character you should take on as a role. Think Obi-Wan helping Luke in Star Wars or Haymitch helping Katniss in The Hunger Games. The guide is the character who's "been there, done that" and has the empathy and authority needed to help the hero.

People want to be the hero of their own stories. Come alongside them and be their guide. Empathize with where they are. Show them your authority to help them. Give them a plan that leads to success.

Put the Brand in StoryBrand

In my book Master Your First Job, I wrote a chapter about personal branding. I didn't write about how to get more followers on Instagram or LinkedIn. I wrote about what a brand is: a story or narrative that a person or company is trying to tell.

To me, a brand is defined by what people think or feel whenever they think of a company or person. Whenever someone sees a logo or name, what immediately comes to mind? That's a brand.

You have the opportunity to control that narrative using story. Apple did this after Steve Jobs returned to the company in 1997. They went from multi-page ads in the New York Times filled with words and tech specs showing why their computers were better (which led to no sales and Jobs' firing in 1985) to a full-page ad with just two words: think different. Apple wanted people to consider their brand as a "different" brand. Apple wanted to be a part of their customers' stories and make them the heroes.

Apple didn't release the iPod as "a device with a 5GB hard drive, with a monochrome LCD screen, with a 10-hour battery, and it only weighs 6.5 ounces."

They released "1,000 Songs in Your Pocket."

They controlled the narrative by using stories and built a brand that is now the largest company in the world.

StoryBrand Works

Whether you're growing a business, launching a new product, or coming up with brand messaging – this book is THE playbook for crafting a clear message that actually gets results.

Grab your copy today, or let me know if I can help you utilize StoryBrand to transform your business in 2025.