Welcome to the Building of Story Brand Podcast, where we believe if you confuse you'll lose,

noise is the enemy and creating a clear message is the best way to grow your

business. I'm your host Donald Miller. I'm joined by my co-host

Dr. J. J. J. J. J. J. Today we're talking about what used to be called guerrilla marketing.

We're talking about this idea of the fact that the little things matter.

That this idea of like going above and beyond, surprise and delighting customers, showing up when they least expect it,

that these things are just absolutely huge.

And Jeff Henderson is a new friend.

Jeff Henderson worked at Chick-Fellis for years in the marketing department and

then actually went over to Andy Stanley's church and started a church, I mean he started a church

under the Andy Stanley flag, the North Point flag. And he talks about what he's taken from one to the other,

and in the Venn diagram what overlaps.

And he's actually sort of revolutionized

how they do church based on what he learned to Chick-Falais.

That's fascinating to me.

It is.

I think a lot of times for me when a company is memorable and I become loyal to them.

And I become kind of like a brand ambassador. It isn't the big things. The big things are already

taken care of, right? Like you know if it's an airline they're going to get me there on time.

Or if it's a TV, like it works well and I loved it and I bought it from this company over here.

The TV was great.

But it's just the tiny little things like maybe afterwards they sent you a note or they gave

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