Understanding the Hero's Journey in Business

In the realm of storytelling for small businesses, there exists a crucial stage that is often overlooked.

Last week, I released Episode 46 of the Strategic Storytelling podcast, which focused on structuring a compelling narrative. Shortly after, several individuals inquired whether I was familiar with Donald Miller's acclaimed book, Building A Storybrand. They were curious about how my concept of a "persuasive story" aligned with it.

Certainly, I am aware of Storybrand! It has become a key reference for both large and small enterprises. Indeed, job postings are increasingly seeking writers who are well-versed in the Storybrand methodology. Marketing coaches and mastermind groups often advise their clients, "If you're unsure how to articulate your business, read that book on Storybrand."

Miller's book provides a wide-ranging framework for analyzing your business. In contrast, my podcast and approach delve into the specifics of crafting a story as part of content creation and messaging strategy.

The Storybrand model comprises seven key elements. The protagonist—your client—faces a challenge. They encounter a mentor, which, if you run a service-based business, is you. This mentor possesses a strategy that aids the protagonist in averting a major catastrophe. With the mentor's guidance, the protagonist undergoes a transformation and achieves a favorable resolution.

For a concise overview of the book, here's a helpful summary article (I have no affiliation with the author or the piece). StoryBrand is undoubtedly one of the most beneficial business books available.

Apply the framework to everything from websites to networking. I perceive it as a comprehensive outline, while in Episode 46 and other discussions, I delve into the specific structure of the stories you convey in your marketing efforts.

Nevertheless, people often ask, "Where do you fit in?" Miller emphasizes the importance of understanding the protagonist when you are positioned as the mentor and offers practical suggestions for marketing. However, I believe it is vital to highlight the distinction between a "hero's journey" in traditional tales and those in business narratives.

In classic stories, there is typically one hero and one mentor. In business narratives, the protagonist must select their mentor. Their inbox is likely overflowing with messages from mentors offering their services.

This selection process is critical. The manner in which you promote your services, and how the protagonist makes their choice, can significantly impact your relationship with them.

Your client is unlikely to think, "I'm fortunate this mentor appeared just in time." Instead, they will evaluate their options.

Let's be honest: you interact differently with someone you actively sought out, knowing you had alternatives, compared to someone you feel grateful to have encountered at the right moment. Thus, a pivotal step in the hero's journey could be, "The hero selects a mentor."

In mythical tales, heroes often find themselves isolated. For instance, Cinderella is abandoned by her family with only a few ineffective mice for company, while Luke Skywalker is stranded in a completely new universe with just his robotic companion.

In our contemporary setting, the fairy godmother would struggle to simply conjure a coach, gown, and slippers, especially given the constraints of arbitrary deadlines. She would need to demonstrate why her approach is superior to competing offers. Another fairy godmother might present an alternative plan that includes dance lessons and an enticing 3 AM deadline ("More hours at the ball—more time to meet your prince!").

The mentor must employ effective copywriting techniques to assist the protagonist in making a decision.

Let's consider what the fairy godmother's approach might look like today.

This modern godmother targets "young millennials who feel disillusioned with life." They may lack self-confidence, direction, and the skills to reinvent themselves.

Instead of a magical wave of a wand, today's godmother introduces clients to a proven system that teaches five essential life skills in just one afternoon.

A draft of her promotional copy might read:

"Stop lamenting your misfortunes by the fireside! This godmother empowers you with a fresh mindset and essential tools to boost your confidence, enabling you to overcome seemingly insurmountable obstacles.

"You'll learn to identify family members (perhaps your stepmother?) who harbor ulterior motives, intent on turning you from a strong young woman into a mere household servant. You might even discover that the prince is decent, but you deserve even better." — The Godmother Coach.

And there you have it! We have seen how the Storybrand framework can be seamlessly integrated into my work—just a slight augmentation to the narrative. Once again, I hold immense respect for the StoryBrand framework.

When you engage with a hero's journey story, remember: you are not the only mentor in the marketplace.

In Episode 47 of the Strategic Storytelling podcast, I delve deeper into the hero's journey and the crucial missing element. Click here to listen on Apple, Spotify, or your preferred platform.

Learn 17 surprising ways to incorporate storytelling into your marketing strategies. Click here for access.

In the first video, "Rewrite Your Life Story with the Hero's Journey," you'll discover how to reshape your narrative using the principles of the hero's journey to enhance your personal and professional storytelling.

The second video, "12 Steps of The Hero's Journey EXPLAINED (Episode 8: The Ordeal)," provides a detailed breakdown of the stages in the hero's journey, emphasizing how to navigate challenges in your narrative.