Welcome to Do This, Not That, the podcast for marketers.

You'll walk away from each episode with actionable tips you can test immediately.

You'll hear from the best minds in marketing who will share

tactics, quick wins, and pitfalls to avoid. We'll also dig into life, pop culture, and the chaos

that is our every day. I'm Jay Schwettleson. Let's do this, not that.

We are here for Do This, Not That, and we got a special guest.

There's no other way to put it.

I'm going to tell you who this is, but I'm not kidding.

He's like a big deal.

He really is.

I don't even know if I'm going to do him justice.

So we got Dr. J.J. Peterson here. Now,

if you know who that is, then you know it's a big deal. Now, if you don't know who that is,

you're really in for something special. We're going to get into this whole framework that he has

for businesses and their brands. But let me give you a little bit of background. So Dr. JJ heads up story brand, which is this book that became a framework,

that became a movement, and we're going to get into that. But he's also the co-host of one of my

absolute favorite podcast called Marketing Made Simple. If you do nothing else coming out of this thing,

you need to listen to Marketing Made Simple. It brings like happiness to your day.

It's phenomenal. And it's always on the top of the charts. He's a Wall Street Journal,

bestselling author. I don't know how he's time to do all this stuff because he's also a professor

of management and stuff at Vanderbilt University. You did it. You've done it all. Dr. J.J. Peterson, welcome to do this, not that. Well, thank you. I'm glad to be here. It's fun.

Amazing. Excellent. All right. So before we get into what is this story brand thing and what should we be

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