FranklinCovey On Leadership with Scott Miller Donald Miller: Building a StoryBrand 2.0
22 snips
Jan 10, 2025 
Donald Miller, a New York Times bestselling author and business consultant, discusses his updated book, 'Building a StoryBrand 2.0'. He emphasizes the three phases of relationships—curiosity, enlightenment, and commitment. Miller shares insights on effective communication and the importance of positioning brands as guides rather than heroes. He highlights CarMax's transparent branding and introduces the StoryBrand.ai tool for crafting impactful marketing content. Additionally, he dives into the significance of authentic leadership and nurturing family values in today’s complex world.
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The Painter and the Italian Restaurant
- A painter's website confusingly resembled an Italian restaurant, hindering his business growth.
- Simplifying his message to "We paint all kinds of crap" would increase clarity and business.
Kids Love Aquariums
- A pet store company struggled to expand their aquarium customer base beyond hobbyists.
- The simple phrase "Kids love aquariums" increased sales by 99%.
Three Phases of Relationships
- All relationships, including those with brands, have three phases: curiosity, enlightenment, and commitment.
- Most brands make the mistake of starting their messaging in the enlightenment phase instead of piquing curiosity first.
