“Subconsciously, every one of us is not looking for another hero; we’re looking for a guide.” — Donald Miller

The concept of story is a powerful way to dramatically improve how you connect with your customers and grow your business. Donald Miller, CEO of StoryBrand, helps thousands of companies clarify their message and grow every year. In this episode, the master storyteller explains why story is so important when talking about who you are, what you do, and the unique value you bring to your customers.

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Inspirational quotes from today’s interview:

“The more complicated and convoluted our world becomes…story still has the power to cut through all the nonsense.” — Brian Buffini

“If you understand story, you understand a lot more about what’s going on in life.” — Donald Miller

“People are looking to be invited into a story.” — Donald Miller

“We need to find where our story and our customer’s story overlap.” — Donald Miller

“If you’re selling a product, you’re solving a problem.” — Donald Miller

“Never play the hero, always play the guide.” — Donald Miller

“You need to invite people into the story, not be the hero of the story.” — Donald Miller

“We’re looking for somebody who can help ‘me’ win. Somebody who’s struggled, has overcome that struggle, and has the competence to win the day.” — Donald Miller

“There’s kind of a hole in the heart where everybody is looking for that mentorship.” — Brian Buffini

“Keep everything incredibly simple. Define one ambition for the customers. Define one problem. Define one villain. Don’t throw too much information at them.” — Donald Miller

“Figure out, what is my customers’ story and how do I position my product as a tool they can use in that story?” — Donald Miller

“You need to identify what your customer wants…Keep it simple, don’t overburden.” — Donald Miller

“Your customer’s brain works like a rolodex…you are listed under the problem that you solve.” — Donald Miller

“Survey your customers…understand them, ask them leading questions.” — Donald Miller

“Subconsciously, every one of us is not looking for another hero; we’re looking for a guide.” — Donald Miller

“The guide is the strongest character in the story. The guide has been there, done that, already conquered their demons and now just exists to help other people win.” — Donald Miller

“Everybody has a story, and it’s worth hunting for.” — Brian Buffini


Mentioned in this episode:

Blue Like Jazz by Donal Miller

Building a StoryBrand by Donald Miller

Man’s Search for Meaning by Viktor E. Frankl

The Alchemist by Paulo Coelho



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