STORYBRAND PRINCIPLE ONE: THE CUSTOMER IS THE HERO, NOT YOUR BRAND.

STORYBRAND PRINCIPLE TWO: COMPANIES TEND TO SELL SOLUTIONS TO EXTERNAL PROBLEMS, BUT CUSTOMERS BUY SOLUTIONS TO INTERNAL PROBLEMS.

STORYBRAND PRINCIPLE THREE: CUSTOMERS AREN’T LOOKING FOR ANOTHER HERO; THEY’RE LOOKING FOR A GUIDE.

STORYBRAND PRINCIPLE FOUR: CUSTOMERS TRUST A GUIDE WHO HAS A PLAN.

STORYBRAND PRINCIPLE FIVE: CUSTOMERS DO NOT TAKE ACTION UNLESS THEY ARE CHALLENGED TO TAKE ACTION.

STORYBRAND PRINCIPLE SIX: EVERY HUMAN BEING IS TRYING TO AVOID A TRAGIC ENDING.

STORYBRAND PRINCIPLE SEVEN: NEVER ASSUME PEOPLE UNDERSTAND HOW YOUR BRAND CAN CHANGE THEIR LIVES. TELL THEM.