Greg Logan is a world expert on brand storytelling. An award-winning writer in advertising, film and TV, he helps the biggest brands on the planet emotionally connect with their audience.
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Guest Resource
Story Telling Quiz – Take the free storytelling assessment at Greg’s website.
3 Value Bombs
1. The most powerful tool to grow your business isn’t a new product, it’s a better story.
2. Your brand is not the hero, your customer is. Your role is to be their guide.
3. The formula that drives Hollywood hits can drive brand success when adapted for business storytelling.
Sponsors
ThriveTime Show: Attend the world’s highest rated business growth workshop taught personally by Clay Clark and now featuring Football Star, Tim Tebow, and President Trump’s son, Eric Trump, at ThrivetimeShow.com/eofire!
Airbnb: Your home might be worth more than you think! Find out how much at Airbnb.com/host.
Show Notes
**Click the time stamp to jump directly to that point in the episode.
Today’s Audio MASTERCLASS: Stories That Sell: How to Create the Stories People Actually Buy Into with Greg Logan
[1:13] – Greg shares something that he believes about becoming successful that most people disagree with.
- Stop telling people what they want to hear—ban clichés and speak with tough love to stand out.
[3:04] – Greg tells why stories work in business.
- Stories are embedded in our DNA.
- Emotion drives decision-making, not logic.
- Changing your story is more impactful than changing your product or price.
[4:52] – Greg talks about the biggest mistakes founders make in brand storytelling.
- Talking too much about themselves.
- Being overly rational instead of emotional.
- Sounding like everyone else in their industry.
[7:03] – Greg shares how Hollywood crack the storytelling formula.
- Hollywood uses formulas like the Hero’s Journey to guarantee ROI.
- These same structures can be applied to brands.
[9:10] – A timeout to thank our sponsors!
- Airbnb: Your home might be worth more than you think! Find out how much at Airbnb.com/host.
- ThriveTime Show: Attend the world’s highest rated business growth workshop taught personally by Clay Clark and now featuring Football Star, Tim Tebow, and President Trump’s son, Eric Trump, at ThrivetimeShow.com/eofire!
[12:12] – Greg talks about how brands can steal from Hollywood.
- Make your customer the hero, and your brand the guide.
- Use tension to hook your audience—start with their biggest frustrations.
- Identify your story genre (comedy, drama, buddy film, etc.).
- Use your customer’s enemy and your brand’s “superpower” to drive engagement.
- Create a “quest” using the formula: What do you do, who do you do it for, and what value do you bring?
[18:13] – Greg does a live speed quest workshop with JLD.
- He created a two quest-based taglines for the show:
- “Playing forward the genius of entrepreneurs.”
- “Providing entrepreneurs with aha moments daily.”
[20:58] – Greg shares how to use your brand’s quest internally and externally.
- A clear quest guides decisions and messaging.
- Examples from different industries show the power of positioning around a simple, emotional quest.
[23:35] – Call to action.
- Story Telling Quiz – Take the free storytelling assessment at Greg’s website.
[24:50] – Thank you to our Sponsor!
- ThriveTime Show: Attend the world’s highest rated business growth workshop taught personally by Clay Clark and now featuring Football Star, Tim Tebow, and President Trump’s son, Eric Trump, at ThrivetimeShow.com/eofire!
Killer Resources!
1) The Common Path to Uncommon Success: JLD’s 1st traditionally published book! Over 3000 interviews with the world’s most successful Entrepreneurs compiled into a 17-step roadmap to financial freedom and fulfillment!
2) Free Podcast Course: Learn from JLD how to create and launch your podcast!
3) Podcasters’ Paradise: The #1 podcasting community in the world!
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