A Storybrand Certified Guide is a person certified in the process of creating clear messages and building brands with storytelling. It is the foundation of successful communication.
For the vast majority, if not all, it is important to get their message across. Yet so many are frustrated that they are not getting their message across better.
Isn’t that rather strange?
We do nothing but communicate our messages. Every time we open our mouths or press the keys on the computer, we are communicating. We should be very good at it.
Why do so many people fail to communicate?
A Storybrand Certified Guide provides clarity
The simple answer: ignorance.
The exact answer: ambiguity.
It is difficult to say to someone: “You are breathing wrong”. The answer is often “So what, I’ve been breathing all my life and it seems to work”.
It takes a lot of self-awareness to criticize something you’ve done all your life – your own communication – and say that maybe that’s where the problem lies. It is much easier to try to solve the problem of not getting your message across in other ways.
It is also not easy to make those who do not get their message across realize that it is perhaps what they say and how they say it that is the problem. “What, I’ve been communicating all my life and look where I am now, it seems to be working”?
It takes a lot of self-awareness to criticize something you’ve done all your life – your own communication – and say that maybe that’s where the problem lies. It is much easier to try to solve the problem of not getting the message across in other ways.
If you have a problem with your website, you can run to a web designer and ask them to fix it.
If you’re making a presentation, it’s a good idea to use a designer to create a good-looking power point.
And so on.
None of it addresses the root problem.
The basic problem is almost always the clarity of the message.
We listen to a good story
This is where storytelling comes in. We are reached by thousands and thousands of messages every day. We humans have become masters at sorting and tuning out these messages.
But the strange thing is: If we hear a good story, we listen. Every single time.
1. A good story is clean and clear. It contains nothing unnecessary.
2. In a good story, the message is structured correctly. There is a protagonist with a problem he/she can’t solve and is assisted by a guide/expert who helps them solve the problem.
That. Works. Each. Walking.
Companies, organizations, politicians, indeed everyone, who structure their communication according to a few simple principles based on the above will get their message across better. Guaranteed.
The problem with your site not working is the message. Not the design.
The problem with your presentation not working is the message.
These are words that sell. Not design.
People do not buy the best product. They buy the product they understand best.
Clarity is everything.
Storybrand Certified Guide
Don Miller is the man behind Storybrand. The Nashville-based company is a world leader in clarifying the message. Everything from Fortune 500 companies to politicians use them.
On Thursday afternoon, I shook hands with him, somewhat proudly.
I had just finished the Storybrand certification course. A boot camp in clarifying messages and building brands.
I am not suddenly a cardiologist. And I am convinced that you are breathing correctly.
But I am now equipped with new tools and knowledge to help you and your company communicate better and clarify your message.
Today I can call myself Sweden’s first Storybrand Certified Guide.