Developed by Donald Miller (Building a StoryBrand, 2017).
A seven-part message template that casts the customer as the hero and the company as the guide, then spells out the problem, plan, call to action, stakes, and success.
When to reach for it
A website, pitch, or sales page that talks about the company and its features and says little about the customer's problem.
How it runs
- Name the customer and what they want, in their words.
- State the problem at three levels: external, internal, and philosophical.
- Present the company as guide, showing empathy and authority.
- Lay out a three- or four-step plan and a clear call to action.
- Describe what failure costs and what success looks like.
- Reread as the customer and rewrite wherever the company is the hero.
Where it sits in SOLVE eX
Go to the source
- Building a StoryBrand: Clarify Your Message So Customers Will Listen, HarperCollins Leadership, 2017