Why That Worked – Presented by StoryBrand.ai

Episode #38: BIG NEWS—Introducing The StoryBrand Podcast
Date: September 22, 2025
Hosts: Donald Miller & Kyle Reed

Episode Overview

This landmark episode marks the transition from Why That Worked to the new StoryBrand Podcast. Hosts Donald Miller (creator of the StoryBrand Framework) and Kyle Reed introduce listeners to the show’s renewed focus: not just analyzing why certain marketing works, but providing a hands-on, actionable deep dive into clarifying business messaging. Donald Miller delivers a comprehensive breakdown of the StoryBrand Framework, teaching listeners how to craft compelling, clear messaging—because, as the hosts claim, "clear messaging wins, confusing messaging loses." This episode is a must-listen (or read!) for anyone stuck on how to communicate their business value, with Miller guiding you step-by-step to messaging that works.

Key Discussion Points & Insights

1. The Importance of Clear Messaging

• Core Idea: Most companies fail at messaging because they talk in vague or irrelevant terms about themselves, rather than clearly articulating how they solve the customer’s problem.
• Quote:
  • “If you confuse, you will lose.” — Donald Miller [14:19]
  • "Clear messaging wins. Confusing messaging loses." — Kyle Reed [02:55]
• Insight:
  • Customers care about how you can help them survive and thrive—everything else is noise.

2. Why the StoryBrand Framework Works

• Human Brain’s Two Priorities:
  • Survive and Thrive: People only buy things that help them survive, thrive, or solve a problem.
  • Conserve Calories: The brain avoids burning mental energy on things it can’t immediately understand.
• Quote:
  • “Associate your product with the survival of your customer.” — Donald Miller [08:00]
  • "If you did not have this filter, your life would be...unmanageable." — Donald Miller [09:59]

3. Mistakes Businesses Make with Messaging

• Mistake 1: Being too vague or clever instead of clear.
  • Example: A billboard saying "Sitting on the fence? Call a cowboy." is confusing and loses business. A better version: "Hire a cowboy to build your fence." [22:25]
• Mistake 2: Talking about too many things or lacking focus.
  • Quote:
    • “Your brand can be known for one thing and that's it.” — Donald Miller [26:09]
    • “Stop making people think.” — Donald Miller [23:45], Kyle Reed [23:45]

4. The Seven Essential StoryBrand Sound Bites

Donald Miller explains that effective business messaging needs seven core elements:

1. What Does the Customer Want?

• Be precise and singular; define what your business delivers.
• Quote: “If you can get your brand to be known for one thing, I think it’s great.” — Donald Miller [26:36]

2. Problem Statements (External, Internal, Philosophical)

• State the problem your customer is experiencing, how it makes them feel, and why it matters.
• “If you own a problem, you own the market.” — Donald Miller [33:14]

3. The Guide (Empathy & Authority)

• Position yourself as the guide, not the hero.
• Empathy: Show you understand and care about the customer’s struggle.
• Competency: Share tangible evidence that you can help.
• “They are not looking for another hero. Do not position yourself as the hero in your customer's story. Position yourself as the guide.” — Donald Miller [36:58]

4. The Plan

• Give a simple, three-step plan to make the purchase path frictionless.

5. Call to Action

• Be bold and direct; "Buy Now" beats "Learn More."
• Use the formula: “If you are struggling with X, you should buy Y. Would you like to buy it?” — Donald Miller [44:21]

6. Success Vision

• Paint a vivid picture of a better future after using your product or service.

7. Failure Vision

• Show what's at stake if they don’t buy—“remind people of how terrible their life looks without solving the problem.” — Kyle Reed [46:24]

5. The Power of Repetition and Focus

• Don’t switch up your language or try to sound clever. Use the same, short, memorable sound bites everywhere, relentlessly.
• “Every good marketing effort is an exercise in memorization.” — Donald Miller [27:02]

Notable Quotes & Moments

“If you have to go to sleep, remember this. This is the one thing I want you to remember. If somebody asks about your business, I want you to say, ‘You know, I got tired of seeing people struggle with X. So I created Y to solve that problem.’”
— Donald Miller [12:23]

“You must also like being poor. You must also like bankruptcy. Because if you confuse, you will lose.”
— Donald Miller [14:49]

“Whenever somebody asks, ‘Tell me about your company,’...explain it very clearly.”
— Kyle Reed [15:00]

“If your brand is about too many things, you need to come up with one umbrella thing.”
— Donald Miller [27:20]

Example: StoryBrand Sound Bites in Action

StoryBrand’s Own Messaging (generated by StoryBrand AI):

• Controlling Idea: "Transform your business story into clear messages that resonate and drive success."
• Customer Want: "Small business owners seeking clarity in their message."
• Problem:
  • External: "They struggle to articulate their brand’s message clearly."
  • Internal: "They feel frustrated and overwhelmed by unclear messaging."
  • Philosophical: "It's unfair that great businesses falter due to communication issues."
• Empathy: "We understand the pressure of communicating clearly in a competitive market."
• Authority: "Our framework has helped over a million businesses clarify their message."
• Plan:
  1. Read our book to understand the StoryBrand framework.
  2. Create your brand script with our easy-to-follow guide.
  3. Enjoy the confidence of a clear message.
• Call to Action:
  • "If you are struggling to communicate your message, embracing StoryBrand is the right step for you."
  • "Start your journey today."
• Success: "Experience clarity, engaging storytelling, and growing customer connections."
• Failure: "Continue to confuse your audience and miss growth opportunities."
• Identity Transformation: "Before, they felt lost in their messaging. Now, they confidently attract the right customers."
  [48:52–51:32]

Writing a "One-Liner"

Formula:

1. State the problem
2. Position your solution
3. Describe the positive result

Example (Chef):
“You know how most families don’t eat together anymore and when they do, they don’t eat healthy? I’m an at-home chef. I come to your house and cook, so your family can connect around the dinner table without worrying about cooking or cleaning up.”
[55:20–56:25]

Exercise:
Donald guides listeners through writing their own one-liner, emphasizing the simplicity and power of this approach.

Timestamps for Important Segments

• [02:09] — Official welcome to the new StoryBrand Podcast; mission reset.
• [03:55] — The critical “Fourth P”: Positioning your product.
• [07:30] — Why people buy: survival and thriving.
• [14:19] — “If you confuse, you will lose.” Clarity above all.
• [16:17] — Why story structure grabs attention.
• [20:15] — Example: avoid vagueness (“fulfillment” as an unclear movie goal).
• [22:25] — Bad advertising example (“Call a cowboy” billboard).
• [26:09] — The value of being known for one thing.
• [33:13] — “You need to own a problem.”
• [36:15] — Don’t play the hero—be the guide.
• [41:52] — Importance of a simple three-step plan.
• [44:21] — Effective, bold call to action.
• [45:16] — “Success” and “failure” statements to articulate stakes.
• [48:52-51:32] — Sample sound bites for StoryBrand and MARTA.
• [53:47] — Distilling your message into a single compelling sentence ("one-liner").
• [54:20] — One-liner formula with practical business example.

Memorable Takeaways

• Make your message simple, specific, and memorable.
  The seven sound bite categories—when created with precision and empathy—become the backbone of your website, sales calls, presentations, and more.

• Repeat, repeat, repeat.
  The most successful marketers are relentless about consistency and simplicity.

• Always position your customer as the hero; you are the guide.
  “They are not looking for another hero. Do not position yourself as the hero in your customer's story. Position yourself as the guide.” — Donald Miller [36:58]

• Use the one-liner everywhere.
  In social situations, pitches, website headers, and your elevator speech; start with the customer’s problem, offer your product as the solution, finish with the success it brings.

Conclusion

Donald Miller and Kyle Reed give listeners an in-depth masterclass on the timeless power of clear storytelling in business messaging. The episode arms you with practical frameworks and examples—from high-stakes corporate communication to everyday elevator pitches—so you can clarify your message, stand out, and grow your business. As Miller urges, “Clarify your message…and you are going to win.” [53:36]

For deeper practice, listeners are encouraged to draft their own one-liner using Donald’s formula (Problem → Product/Solution → Result) and revisit the seven sound bites for consistent, compelling messaging.