Quotes from Donald Miller

Likewise, Whole Foods has built an enormous industry helping customers avoid the consequences of overly processed foods, and more recently Trader Joe's has come along to help customers avoid the consequences of Whole Foods' prices.

Life is a game of statistics. There are no guarantees, but the more positive effort you put in, the more likely you will be to win.

Before knowing what the hero wants, the audience has little interest in her fate.

What problem do you solve for customers? What will your customer's life look like if they buy your product? What consequences does your product help customers avoid?

Once you know what it takes to live a better story, you don't have a choice.

Stories live and die on a single question: What's at stake? If nothing can be gained or lost, nobody cares.

Example from the StoryBrand one-liner: Most business leaders struggle to talk about what they do, so we've created a communication framework that helps people clarify their message. When you clarify your message, word starts to spread about your company and your business grows.

Even if we have the best product in the marketplace, we'll lose to an inferior product if our competitor's offer is communicated more clearly.

When we identify something our customer wants and communicate it simply, the story we are inviting them into is given definition and direction.

Dentist's office: Most parents get stressed when they think about taking their child to the dentist.

Article that said in the next five years we will become a conglomerate of the people we hang out with. The article went so far as to say relationships were a greater predictor of who we will become than exercise, diet, or media consumption.

The more simple and predictable the communication, the easier it is for the brain to digest. Story helps because it is a sense-making mechanism.