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.

A story brand principle is that customers trust a guide who has a plan; this helps them overcome their challenges.

Every human seeks to avoid a tragic ending; a story's success hinges on whether the hero will succeed or fail, keeping the audience in suspense.

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

The relationship between the Call to Adventure and responsibility serves as a reliable framework for moving forward in life toward the best possible outcomes.

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.

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 story of a brand should focus on the customer as the hero, with the brand acting as the guide, to create a meaningful narrative that resonates with the audience.

The reader is the hero of my book, and I want them to see themselves in this journey, with challenges and takeaways to change their mindset.