Building a StoryBrand, by Donald Miller. Its premise is a single reversal: in the story you are telling, your company is not the hero. The customer is. You are the guide who helps them get somewhere. That changes everything about how you talk — the message stops being about how good you are and starts being about what they’re trying to solve. Miller’s rule is blunt: if you confuse, you lose. The test it leaves you with is simple. Read your own homepage and count how often it says “we” where it should say “you.”