Welcome to what drives you. I'm Kevin Miller and in this episode, Story, how to make your

offering compelling to the perfect person. Everyone, all of us, we live in a story and we're

a character in our story. If someone wants to offer something to us, a product, a service, a message,

influence, by helping hand, service, a message, influence,

by helping hand, whatever, they need to enter into our story.

So the master of this concept, Donald Miller.

I first met Don through his spiritually based memoirs back in the day.

Don, he's a writer and artist, and over time he sold zillions of books

to people like me. And along the way, he learned how to translate his gift of storytelling to the

world of business. And he started a company called Storyline. I attended actually the very first

conference for storyline that he put on. It was in Portland, Oregon. I went

with my dad and my brother and my uncle. And following here is a conversation I had when Don had just

released his book on this concept, which is building a story brand. Clarify your message so

customers will listen. And in it, he flips our perspective of how to promote what we

have to offer to the public. It's not about your product or your service. It's about the customer.

They're the hero in the story. And Don takes us through the structure of a good storyline and how

we can and must apply it to our offerings. And he does it in this format, a character who wants something that encounters a problem

before they can get it.

And at the peak of their despair, a guide steps into their lives, gives them a plan,

and calls them to action.

That action helps them avoid failure and end-in success. So that's the concept that you're about to

hear from when I sat down with Don. It's interesting. This was years ago. I'm bringing this back.

...