Before we start the show, I want to tell you about marketing against the grain hosted by

Kip Baudner and Karen Flanagan, brought to you by the HubSpot Podcast Network, Host and

HubSpot CMO and Senior Vice President of Marketing, Kip Baudner and Karen Flanagan share their

marketing expertise like nobody else unfiltered and sparing no details.

Some recent episodes you should check out include why creators are disrupting marketing,

framework thinking for success and half-baked marketing ideas, kind of interested in that one.

If you want to know what's happening right now in marketing, what's on the horizon,

and how you can lead the way, listen to marketing against the grain wherever you get your podcasts.

Welcome to the Business Made Simple Podcast, brought to you by the HubSpot Podcast Network.

Every week on the show, we coach you to build your business like an airplane.

The cockpit is your leadership, the body is your overhead, the ride engine is your marketing,

the left engine is your sales, the wings are your products, and the fuel tanks are your cash flow.

If you master the six parts of a small business, your business will fly far and fast.

Every week we help a business owner just like you, optimize their airplane, I'm your host,

Donald Miller. I get asked, gosh, every week for sure, it feels like every day,

Don, I read your book building a story brand, you say don't play the hero, be the guide,

but I've got such a great story and I want to tell my story, can I tell my story?

How do I tell my story? Well, if you've read the book, you know that I don't recommend it.

However, that is quite deceptive because there is one way you can tell your story that will make

the customer the hero anyway, promote yourself, promote you, help you differentiate from the market,

make people much more interested in you, but you're still not playing the hero. There's a formula

for doing it, and today that's what we're going to talk about. My guess is Eddie Zingelman,

...