Participate in Their Transformation


These are my notes from reading Donald Miller's book on Building a StoryBrand. Chapter 11 goes through the final part of the Framework which is about affirming to the customer that they've finished their transformation.

If you want to check out the other parts of this series, the links are below:

  1. Overview
  2. Identify the Character
  3. Create a Villain
  4. Introducing a Guide
  5. Give them a Plan
  6. Call them to Action
  7. Prevent Failure
  8. End with a Win
  9. Participate in Their Transformation
  10. Brandscript your Website
  11. The Narrative Void
  12. The Marketing Roadmap

The Principle: Participation of Transformation

Create passionate evangelists by being part of their transformation

People desire to transform

When a brand participates in a person’s transformation create brand evangelists because they will keep telling other people about it.

Heroes are designed to transform

Who does the customer want to become?

What kind of person do they want to be?

What kind of identity do they aspire to be?

Define an Identity to Aspire to

The pull of good branding makes even conscious marketers gravitate towards it.

Look at how customers want their friends to say about them.

E.g. he’s really adventurous

Use the desired identity as the language for your communications with them:

  • Emails
  • Blog posts
  • Copy

Your Heart to Change Lives

When your brand commits to changing people’s lives more than the number of products that sell, you do way better.

Dave Ramsey’s Example:

  • Never positions himself as a hero
  • Listens to the customer’s journey
  • Notes the external, internal and philosophical problems they face
  • Makes the customer feel more bold in creating with them an identity to aspire to
  • Helps them execute a plan
  • Once the customer has completed the journey, Dave announces that they’ve changed


The guide always comes back to affirm that the transformation has been completed.

Baseline of competence

The way the you frame the customer journey sets you apart from the others.

Identity Transformation

The result is so transformative that people around the customer notices a difference.

Practice Time

Business Name Site Business Name What do they do? From To
Kingsgrove Cats Kingsgrove Cats Boarding house for cats Begging Empowered travellers
Mane Painters Mane Painters Hair colouring Feeling Meh Bold
Little Leaves Piano Little Leaves Piano Piano teaching Intimidated In control
Austral Bricks Austral Bricks Styled bricks A standard home A styled talking point
Hot Tyres Hot Tyres Sell Wheels and Tyres Wheel Services Uncertain Certain
Duo Duo Duo Duo Ice cream and Donuts Craving Satisfied
Uturn Outlet Uturn Outlet Second hand fashion Focused on money Focused on style