Matt Wolfe discusses how the StoryBrand framework transforms both marketing and workplace culture by positioning businesses as guides rather than heroes in their customers' stories. This approach creates shared identity and purpose among teams while improving external messaging, leading to better alignment between departments and stronger organizational culture overall.

• StoryBrand positions businesses as guides helping customer heroes solve problems, not as heroes themselves.
• Shared brand stories create internal alignment and unified team identity beyond just marketing benefits.
• Implementation requires team conversations, consistent application across touchpoints, and regular reinforcement.

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