Key Takeaways:
- Efficiency and automation free time for strategy and creativity
- Brands must “own the hole” — clearly define and solve one key problem
- Trust is earned through consistent, authentic communication
The Challenge of Staying Relevant
With so much disruption in the marketplace—from AI to economic uncertainty, the government shutdown, inflation, and tariffs—the 2025 Coach Builder Summit came at the right time. For me, it was a chance to reaffirm proven methodologies, sharpen what’s working, and get re-energized for what’s ahead.
For over 25 years, I’ve seen frameworks come and go, but StoryBrand continues to stand out. It remains one of the most effective ways to help brands cut through distraction, earn trust, and grow. Several of our clients have generated over a million dollars in revenue in the past five years using this approach—and it’s still evolving.
Being around other sharp, like-minded StoryBrand Guides and Coaching professionals reminded me that you are the sum of who you surround yourself with. Investing in growth each year isn’t optional—it’s how leaders stay sharp and ensure the brands they guide stay competitive.
1. Efficiency Through AI and Automation
The first major takeaway was how technology—especially AI—can create more space for strategy. By automating repetitive tasks like influencer outreach, customer support, content organization, or reporting, we gain back time to focus on creativity and higher-level brand thinking.
This shift means clients benefit from greater efficiency, faster delivery, and a more strategic approach to every campaign. Less time spent on process work means more energy devoted to message clarity, design quality, and measurable outcomes.
Don Miller, Author of StoryBrand
2. “Owning the Hole” and Low Cognitive Load
The second takeaway was Don Miller’s new StoryBrand framework built around Curiosity, Enlightenment, and Engagement, and his concept of “owning the hole.”
Every brand must clearly define the problem it solves—and own it. Your job as a brand is to help your customer out of that hole by showing empathy, defining an action, illustrating the change, and making the end result unmistakably clear.
We call this creating a “ow cognitive load”—the ability for your audience to instantly understand what you do and how you help. Simplicity wins.
Clarity wins in a distracted marketplace.
3. Building Trust in a Distracted Marketplace
We’re living through a trust crisis. People are skeptical of ads, brands, and even influencers. That means the only path forward is authenticity and consistency.
Email marketing, organic content, and personalized communication are more powerful than ever. Showing up regularly in your audience’s inbox and social feeds with real value—without the AI, empty promises, and fluff—is what builds credibility over time.
Moving Forward
In the coming year, we’re doubling down on clarity, simplifying messaging across every touchpoint—from website wireframes to email sequences—and continuing to refine our Brand > Build > Demand Framework for the outdoor, hunting, adventure, and shooting sports industries.
The biggest personal reminder from the summit was simple: discipline beats distraction. Show up, do the work, stay in your lane, and stay consistent. Marketing success—like athletic performance—is about repetition, not shortcuts. The process leads to the outcomes.
If there’s one takeaway for every brand leader right now, it’s this: Own your problem. Solve it clearly. Repeat it often enough that when customers think of that problem, they think of you.
