Hey, messaging is so important, and there’s no one who does it better than today’s guest.

Dr. J.J. Peterson is the Chief of Teaching and Facilitation at StoryBrand. He’s a storyteller, filmmaker, and expert in marketing and communication. Beyond his professional credentials, he’s lived an incredibly fascinating life—dancing in a Missy Elliot music video, acting on The West Wing, and even being baptized in a cattle trough surrounded by Maasai warriors and their cows.

J.J. co-authored Marketing Made Simple with Donald Miller, and together they help companies clarify their messaging using the power of story.

• Why storytelling is the secret weapon for marketing and facilitation.
• How J.J.’s unconventional career path—from PR to improv comedy to Hollywood—led him to StoryBrand.
• The four roles people play in a story (victim, villain, hero, guide) and why you should always aim to be the guide in your messaging.
• The biggest mistake brands make in their marketing—and how to fix it.
• How to transition from in-person to virtual workshops and keep your audience engaged.
• The importance of defining the problem before offering a solution.
• How to start a presentation in a way that instantly grabs attention (spoiler: never start with your name and credentials!).
• The difference between branding and marketing—and why most people focus on the wrong one.

• “Heroes redeem pain, villains revenge pain.”
• “If you play the victim, you’re relying on others to write your story. Good stories aren’t written about victims.”
• “The world doesn’t need another hero. It needs more guides.”
• “Never diminish your authority with self-deprecating jokes about your expertise.”
• “We categorize brands by the problem they solve.”
• “If you don’t define the problem first, no one will care about your solution.”

• StoryBrand Workshops & Resources – storybrand.com
• Business Made Simple University – bmsu.com
• Marketing Made Simple (Book) – Available on Amazon
• Building a StoryBrand Podcast – Listen Here

Loved this episode? Share it with a friend and tag me on social media! I’d love to hear your takeaways.

Sign up for free for my best articles every week: Work Fame.

Show notes for every episode at https://podcast.leannehughes.com

P.S. Ready to take things up a level? Here are some ways I can help:

1. Watch My 2025 Speaker Reel: Let's energise your next event.
2. Get My Book: Design your workshops fast using The 2-Hour Workshop Blueprint. 

Let's connect on all the channels:

Leanne Hughes on LinkedIn

Leanne Hughes on Instagram

Visit my website: leannehughes.com

Email me: [email protected]

Would you like to deliver your own private podcast feed to your audience? Sign up for a free trial today at Hello Audio.