In every story, the hero encounters a problem and meets a guide who gives them a plan and calls them to action, which helps them avoid failure and ends in success.

Every human being is trying to avoid a tragic ending. Brands must show customers the cost of not doing business with them, highlighting what's at stake in their story.

There are seven basic plot points that form the structure of nearly every story. A character wants something, encounters a problem, and at the peak of despair, a guide steps in to give them a plan and calls them to action, leading to success.

In storytelling, the resolution should clearly define the audience's hopes, ensuring they understand what to expect from engaging with the brand.

To be a hero in your own story, you must confront pain and choose to transform it into something meaningful, rather than avoiding it. Most high performers are driven by feelings of insufficiency and resentment rather than passion or purpose, using these emotions as fuel to achieve their goals.

The customer is the hero of the story, not your brand. A story doesn't pick up until the hero faces a challenge that needs to be overcome.

The hero's journey in storytelling involves transformation, where the hero overcomes challenges and emerges as a better version of themselves.

The key to storytelling is tapping into people's emotions and making them feel something. It's not just about being smart or saying interesting things; it's about connecting with your audience on a deeper level.

Creating a compelling story for your startup is vital for success, as it helps you persevere through the challenges of building a business.