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.

Today's episode, we're going to talk about my nemesis, Kurt Signetti, and how he turned around Indiana football.

I say my nemesis, I mean, I don't know that I've been more inspired by a leader other than, you know, Winston Churchill or, you know, some of those famous, famous, famous guys throughout world history.

I call it my nemesis, though, because I'm an Oregon Ducks fan.

And Oregon had two losses this year, and both of them were two Indiana football.

And not only that, but I mean, in the playoff, college football playoff, Indiana just destroyed my ducks and made us look like children.

This guy is a heck of a leader.

And I thought we'd do a whole podcast talking about the sound bites that he used to turn around Indiana football.

It was a messaging campaign.

Secondary, it was a messaging campaign.

Primary, it was actually a philosophical way of running a football team that he probably got from Nick Saban in his few years at Alabama and then took to a bunch of other schools, turned around

their football programs. You know, there's a way that a winner like Kurt Signetti is wired, and they fascinate me.

These people who can just go in, every football coach at the college football level, certainly

Division I level, is extremely competitive.

They're aggressive.

They are, but there's a difference between Nick Saban and

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