“Customers don’t generally care about your story. They care about their own.”  That quote is from the book, “Building a Story Brand”, by Donald Miller . 

It’s where I first learned about the concept of “The Hero’s Journey” and it’s one of my favorite marketing books.  

It profoundly changed how I view my clients.  

The CLIENT is the HERO of the story.  We, as coaches & consultants, are their GUIDE on that journey.  

The book asks: 1. What does the hero (client) want? 

2. What is opposing the hero (client) getting what they want? 

3. What will happen if the hero (client) does or does not get what they want?