by Donald Miller

Introduction

Your customer should be the hero of your story, your brand shouldn't be

Filter your message through the framework and clarify it with your brand

Part I: why most marketing is a money pit

Chapter 1: the key to being seen, heard, and understood

Pretty websites don't sell things — words sell things

Using a marketing agency to sell your brand before they understand your story is like holding a bullhorn to monkey — they will only hear noise

Nobody will listen to you if your message isn't clear

The human brain is wired to go toward clarity and away from confusion

What is your message?

Can new hires communicate this message?

Do customers know what you offer after being on your website for 5 seconds?

Most marketing is too complicated — the story is a sense making mechanism

Humans are currently scanning for information that help them with one of their needs on Maslow's hierarchy of needs

Where most brands get it wrong:

The only thing people care about is how your product helps them survive

We don't need to know how many chairs are in the room but we need to know where the exits are

Tell your customers where the exits are not where the chairs are