“In almost every story the hero struggles with the same question: Do I have what it takes? This question can make them feel frustrated, incompetent, and confused. The sense of self-doubt is what makes a movie about baseball relatable to a soccer mom and a romantic comedy relatable to a truck-driving husband. What stories teach us is that people’s internal desire to resolve a frustration is a greater motivator than their desire to solve an external problem. This is where most brands make a critical mistake. By assuming our customers only want to resolve external problems, we fail to engage the deeper story they’re actually living. The truth is, the external problems we solve are causing frustrations in their lives and, just like in a story, it’s those frustrations that are motivating them to call you.”

— Building a StoryBrand: Clarify Your Message So Customers Will Listen door Donald Miller


Do I have what it takes?

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