The structure of a story.

I was reading Donald Miller’s StoryBrand, where he breaks down the structure of a story and shows how powerful marketing follows the same pattern. If you’re like me — a new entrepreneur learning how to be your own boss and attract the right people — this framework feels like a breath of fresh air.

Every story begins with a person.
All stories have someone at the center. Think of New York City — crowds of people, each with a dream. Some are simply trying to make it through the day. Others are reaching for the stars. Every one of them wants something.

Then comes the obstacle.
In every good story, the hero runs into a problem that stands between them and what they want. Sometimes these problems feel confusing and disorienting — like flying through the Bermuda Triangle, unsure if you’ll ever make it out. And the truth is, most people won’t reach their goals if they try to do everything alone.

That’s where the guide enters.
A good guide brings clarity, courage, and direction — like a lighthouse cutting through the fog. In business, you are that guide. You’re the steady light helping your customer move toward the outcome they’re hoping for.

But guidance isn’t enough — you need a plan.
A guide has to show they truly understand the path forward. You need a clear, simple plan that helps people see how they can overcome their challenges and reach their destination.

And then comes action.
People desire change, but many aren’t willing to take new steps to get new results. Part of your role is inviting them to make that move — to take the action that will finally shift their story.

A good plan also helps them avoid failure.
Cape Hatteras is known for some of the most dangerous waters in the United States. Its towering lighthouse stands to prevent disaster and guide ships into safe harbor. In the same way, your process should protect your customers from costly mistakes.

Finally, every story must lead to success.
This is the heart of the journey — helping your customer achieve the transformation they’re after. When you guide them well, when you give them a clear plan, and when you help them take action, you lead them to the win they’ve been hoping for.

-Shawn