The 'Building a Story Brand' book teaches that we are not the heroes of our story; our customers are the heroes.

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 story brand framework emphasizes that the customer is the hero, not the brand. Positioning the customer as the hero and the brand as the guide builds trust and helps them overcome challenges.

Recognizing the framework of stories helps identify where your brand's story may confuse customers by not adhering to the formula. The secret weapon for business growth is positioning the customer as the hero and the brand as the guide.

Marketing has changed; businesses that invite their customers into a heroic story grow, while those that don't are forgotten.

Defining the stakes in a customer’s story is essential; if customers don't see the consequences of not choosing your business, the story becomes uninteresting.

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

The success of a brand's story hinges on clearly defining the resolution to customers' problems, ensuring they understand the benefits of engaging with the brand.

The story of Apple isn't about Apple; it's about the customer being the hero in the story, with Apple playing a supporting role. People don't buy the best products; they buy the products they can understand the fastest. Apple has inserted itself into the customer's story like no other technology company, making it the largest technology company and one of the top ten largest companies overall.