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.

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 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.

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.

Using your pain can transform you into a hero; embrace your struggles.

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.

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.

Heroes and villains share the same backstory of pain; the difference lies in how they choose to respond to that pain.

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.