The StoryBrand Podcast #40: “The One Sentence Every Business Owner Needs (And How to Write It)”

Release Date: October 6, 2025
Hosts: Donald Miller (A), Kyle Reed (C)
Producer: Bobby Richards (B)

Episode Overview

This episode dives deep into what Donald Miller calls the “one liner”—a simple, focused version of the elevator pitch. The goal: give every listener practical tools to create a singular, compelling sentence that clearly explains what their business does by focusing on solving one major problem for their customer. Donald shares his time-tested formula, practical guidance, memorable examples, and the psychological reasoning behind why this approach works so well, ensuring business owners are prepared the next time someone asks, “So, what do you do?”

Key Discussion Points & Insights

1. The Importance of a Singular, Problem-Based Pitch

• Elevator pitches are hard for most people: Kyle admits he often struggled when put on the spot to describe his freelance work. (02:39–03:12)
• Donald’s “One Liner” Formula: A simplified elevator pitch, used both for casual and formal situations (e.g., networking events, business cards, website copy).
• Key principle: The “one liner” isn’t about listing everything you do; it’s about identifying and emphasizing one clear problem you solve.

2. Why Start with the Problem?

• Problem > Credentials: Donald explains that naming your title or company (“I’m the CEO of StoryBrand”) doesn’t engage people or convey value. Instead, begin by highlighting a relatable customer problem.
  • Quote:

    “We value people, things, products, ideas, vision strategies that solve problems. And when that problem is articulated very, very well, the brain doesn’t have to figure out what problem that solves.” (05:00)

• Perceived Value: Opening with the problem “raises the perceived value of what you offer, and ... decreases cognitive dissonance in the mind of the person you’re talking to.” (00:13, 05:00)

3. Only One Problem – No “Value Stacking”

• No Commas: Donald stresses, “Commas are not your friend.” Don’t list several problems—you must focus on the primary pain point your business solves. (07:16)
  • Quote:

    “Each one liner has to be about one problem, and it needs to be the problem that resonates most strongly with whoever you’re talking to.” (00:20, 09:07)

• Story Analogy:
  • “A good story is about one thing. Benji is trying to find his way back home. Not...also get an acting job as a SAG actor for dogs. ... Make it about one thing.” (09:30)

4. The Formula for a Great One Liner

Donald’s full formula:

• Problem (the “hook”)
• Product / Actionable Plan (your specific solution)
• Result (clear, concrete positive outcome for the customer)
  • Quote:

    “We’re opening a story loop in part one, we’re closing a story loop in part three, and the product is the sandwich in the middle.” (11:57)

• Example:

  “A lot of couples are wondering whether or not they should get married. I meet with you twice, and I tell you whether or not you should actually get married. ... So that you don’t spend a lifetime married to somebody you regret marrying.” (11:00–11:53)

5. Be Specific and Actionable

• Avoid vagueness: Don’t say, “so you can be fulfilled.” Instead, offer concrete, visual results.
  • Quote:

    “Specifics in stories matter. ... Nobody should ever say, ‘What are you talking about?’ They should say, ‘Tell me more.’” (16:33)

6. Overcoming Cognitive Dissonance

• Spell out the plan: Clearly state how your solution works to avoid customer confusion and remove mental barriers to a “yes.”
  • Quote:

    “You just said something that’s gonna make me download it now rather than live for the next year thinking, I really gotta go download that.” (13:19)

• Anticipate Objections: Build answers to likely customer questions right into your one liner (14:08).

7. Notable Examples and Live Edits

• Donald shares a story about a home contractor whose no-nonsense “pitch” illuminated the power of trust, clarity, and specificity in positioning (14:32–16:13).
• Live workshopping of pitches, including a Simon & Schuster author with a book about angels:

  “If you are reading this sentence, you have interacted with angels without knowing it. In this book, I will teach you to recognize that you are not dealing with a human being.” (19:54)

8. Where and How to Use Your One Liner

• Everywhere: Memorize it, teach your staff, and put it on the back of your business card, in your email signature, on your website, in emails, and as a lead generator.
  • Quote:

    “I consider your one liner a hook in a pond. And the more hooks are in the pond, the more fish you’re going to catch.” (24:31)

• Chick Fil-A Example: Behavioral change (like everyone saying “my pleasure”) takes repetition and discipline—same goes for your one liner. (22:22)

9. Creating and Improving Your One Liner

• It takes work: Donald acknowledges that getting your one liner right is iterative (“It takes a while to get it right. A StoryBrand Guide can help you…” [16:33]).
• Use available resources: StoryBrand AI and trained guides can work with you or your team to refine your messaging (25:09–25:35).

Notable Quotes & Memorable Moments

• On the core of the one liner:

  “Each one liner has to be about one problem, and it needs to be the problem that resonates most strongly with whoever you’re talking to.” – Donald Miller (00:20, 09:07)

• On avoiding long lists:

  “Commas are not your friend.” – Donald Miller (07:16)

• On the outcome:

  “Result is the happily ever after. It’s the ‘so that.’” – Donald Miller (16:27)

• On specificity:

  “Specifics in stories matter... if I say, ‘Hey, let’s skip today’s podcast recording because there’s a new movie about a guy looking for fulfillment,’ you’re not interested. But if I say, ‘Hey, Brad Pitt plays a Formula One driver and he comes out of retirement and wins a grand...,’ you’re like, okay, great.” – Donald Miller (16:33)

• On the “story loop”:

  “We’re opening a story loop in part one, we’re closing a story loop in part three, and the product is the sandwich in the middle.” – Donald Miller (11:57)

Key Timestamps

• 00:00–01:00: The value of a great one liner, framing the episode
• 02:39–03:12: Kyle on the real-life struggle of elevator pitches
• 05:00–05:30: Why leading with the problem works
• 07:16: “Commas are not your friend.” Avoid stacking multiple problems.
• 09:07–10:03: The danger of “value stacking” and the importance of one focused problem
• 11:00–11:53: Example one liner for a therapist, showing the full formula
• 13:19: Explaining how clarity reduces cognitive dissonance
• 14:32–16:13: The home contractor pitch—story as a sales lesson
• 16:27–16:33: The “so that”/happily-ever-after portion of the one liner
• 19:54: Live edit for an author’s “angels” book pitch
• 22:22–24:29: How to drill the “one liner” into team culture; use cases for the one liner
• 24:31: Visual metaphor: “your one liner is a hook in a pond”
• 25:09–25:35: StoryBrand resources for crafting your message

Practical Takeaways

• The one liner is a focused, problem-led sentence that every business owner needs.
• Always lead with the most resonant problem you solve, not with credentials, lists, or uniqueness.
• Structure: Problem → Product/ACTION → Result (“so that...”)
• Be concrete and visual—create intrigue, eliminate confusion.
• Teach and share your one liner widely (internally and externally; on cards, emails, web, everywhere).
• Work, test, and refine—this core message can be your strongest marketing asset.

Final Thoughts

Donald Miller simplifies the tricky art of pitching into a clear science—and also an iterative art. Listeners leave this episode empowered to clarify their message, declutter their pitch, and adopt a new behavioral habit that could transform how they (and their entire team) connect with potential customers at every touchpoint.