You're listening to The Story Brand podcast based on Donald Miller's best-selling book,

Building a Story Brand.

The Story Brand framework is made up of seven key elements.

All of them anchored in one powerful idea.

Your customer is the hero, and you are their guide.

Each week on the podcast, you'll get exactly what you need to craft clear messaging that connects with more customers and grows your business.

Now let's dive in with your hosts, Donald Miller and Kyle Reed.

Welcome to the Storybrand podcast based on my bestselling book, Building a Storybrand 2.0.

If you were looking for a podcast that helps you clarify your message, we've got you covered.

Today, we're joined by Kenny Jang, who is an expert.

He's a Storybrand certified guide, but you've chosen this route of helping nonprofits, mission-driven organizations, you know, a lot of businesses too, but a lot of people

who have a cause. You don't think of them as having a product, they have a cause, and you

help them figure out how to communicate that mission and drive up engagement. We thought it'd be

fun to have you on the show because there's so many businesses who need to do this. They're not a

nonprofit. They're not quote unquote helping people who are in poverty or on death row or

anything like that. And yet, even if you're selling hair ointment or something like that,

it's best if you figure out your mission. And, you know, we've heard this. Simon Sinek talks about it and

start with why. Yes. But I'm very curious. First of all, welcome to the show. Thank you for having me, and thank you for being a Storybrand certified guide for so many years. Yes, always low hanging with you. And also, we're joined by my co-host, Kyle Reed. Yeah, we're glad you here, Kenny. Yeah, we've been looking for that, looking forward to this.

How important from a business perspective, not a non-profits perspective, how important that a CEO identify their mission? How important is that? Oh, absolutely. It's the number one thing. So when we go in and consult, I play this game called Separate the Prisoners. Okay. And so what we do is... I think they did this at Stanford like four years ago. You remember that? Yeah, so we'll bring in the key leaders, your executive team, and then we'll put sticky notes on the board, one through ten, and then we'll give everyone sticky notes and label them one through ten. I'll ask questions. And then you write them down, and we'll collate them all everyone's answer to number one to number two

number three what sort of questions and then we'll stand back and the question is like what's our

purpose when do we win when can we go out for four-hour golf game you know when when do we reach the

mark that we're supposed to go to the vision that you're that you've cast as a. So simple questions that surely the executive team here should all be singing in using.

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