Wrote the book because he wants to make marketing easy. Wasted millions of dollars on marketing but finally has a system that works. https://storybrand.com/downloads/basb/Building-a-StoryBrand-Audio-Book-Images.pdf. Customers should be the hero of they story, not our brand. Clarify your message. Businesses that invite customers into our hero story are the most successful. We all know what it feels like to spend money on wasteful marketing efforts. Pretty websites don't sell things, words sell things. Clarify the message. Clarifying your message can feel like you are inside the bottle, trying to read the label. Nobody will listen to you if your message is not clear, no matter how much money you spend on marketing. We are not only in a race to be the first to market, we are also in a race to communicate to the customer why our products will make their lives better. What is your message? Can you say it clearly? Can every employee say it so that it is compelling? How many sells are we missing out on because we do not have a clear message? Figure out how your customers think, especially in the text space. There is a reason most marketing collateral does not work. The more simple and clear the communication is, the easier it is to digest. Story formulas put everything in order to be more easily understood. Hierarchy of needs. Set up a system to eat, drink, and survive physically. Safety. Relationships. Greater psychological/psysiolgical needs. Humans are constantly scanning their environments to understand what these needs are. Do not blast a bunch of noise. Brands fail to focus on what parts of their offer will help people survive/thrive. Our brains are constantly sorting through information and throwing away the unimportant facts. In a room full of balls, people will rarely pay attention to how many chairs are in the room. What they will look for, is the doors - in the case of an emergency. Use the hierarchy of needs to identify what our customers NEED and look to sell it to them that way. If we start to confuse our customers, they will tune us out. Our customers are burning calories every time they use effort to listen or understand our offer. If we do not meet their needs while they are burning those calories, they will tune us out. Make the message about how our product will help our customer survive as easy to understand/digest as possible. Story is a sense making device - create a map that people can follow. Take practical steps into the ways people see us, hear us, understand us. Formulas work. Follow formulas. Formula for communication - will get people to pay attention and are predictable. The key is clarity. Audiences must always know who the hero is, what the hero wants, who the hero has to defeat in order to get what they want, what tragic thing will happen if the hero doesn't win, and what amazing things will happen if he does. Business has a fierce enemy. Noise. Do not answer questions your customers are not asking. Customers make buying decisions not on what we say, but what they hear. The more we cut out, the better screenplay/book.