The StoryBrand Guide Podcast is the show built for the people doing the work. Co-hosted by both Tyler Pigott, VP of StoryBrand and Annie Figenshu, a long time StoryBrand Guide. Each episode pulls back the curtain on what's actually working inside the Guide community...the wins, the lessons, the frameworks, the conversations you'd normally only catch in Circle or at a regional meetup. Whether you're a brand-new Guide finding your footing or a veteran running a thriving practice, this is your weekly seat at the table. Real strategies. Real Guides. Real growth. Let's build this thing together!
The StoryBrand Guide Retreat is less than a week away, and we don’t want you looking across the table at something brilliant and realizing it’s sitting at home on your counter.
Annie and Tyler sit down with two veteran Guides and conference regulars, Katharine McMahon (Phoenix 818) and Brian Davis (Stokelite Video and Marketing), to unpack what’s actually worth bringing to Nashville.
Got something we missed? Add it to the packing thread in the Ask the SB community.
Connect with our guests: phoenix818.com and stokelite.com
Want to become a StoryBrand Certified Guide? Visit storybrand.com/guide and tell us you heard about it on the StoryBrand Guide Podcast.
14 Oct 2026
Flipping the Script on the BrandScript with Curt Stockwell
What if the best words for your client’s BrandScript are already sitting in their customers’ mouths?
In this episode, Annie Figenshu and Tyler Pigott sit down with Curt Stockwell, founder of Well-Dressed Walrus and a StoryBrand Certified Guide since 2018. Curt starts every engagement by interviewing his client’s customers, not just the client. He walks through how he runs a “voice of the customer” process before a StoryBrand day session. He also explains why the room stops arguing when the problem, the feelings, and the guide’s position come straight from real customer feedback. And he shows how “authentic intelligence,” meaning AI tools grounded in real interview transcripts, keeps your messaging from sounding like everyone else in the industry.
You’ll hear:
Why even 30-year marketing veterans rarely start with customer conversations
How Curt recruits interviewees and structures 15–20 minute calls
What a 100-year-old ice cream machine manufacturer learned from customer feedback dating back to World War II
How customer interviews surface hidden revenue, broken onboarding, and a client’s true uniques
The smallest first step you can take on your next engagement
Plus: how to scope and price a workshop for 70 employees, and a community win featured in Bon Appétit.
Not a StoryBrand Certified Guide yet? Apply at storybrand.com/guide and tell us the StoryBrand Guide Podcast sent you.
7 Oct 2026
Call Me When You're Ready to Make Money: Sales Lessons with Brooke Greening
Great marketing gets you the call. Sales gets you the client.
In this episode, Annie Figenshu and Tyler Pigott talk with StoryBrand Certified Guide Brooke Greening, who has led over 100,000 sales conversations across a 20-year career. Brooke shares the most common sales mistake marketers make, why you should follow up until you get a real answer, how to respond when a ready-to-buy prospect suddenly gets nervous, and the one question she uses to open every first sales call.
Plus, newly certified Guide Zach Manor shares how he hit his 90-day goal in 60 days, landing two clients with nothing more than a one-page website and a willingness to launch before it was perfect.
Take Brooke's free sales conversation assessment: https://scorecards.buildingmomentum.info/assessment (https://scorecards.buildingmomentum.info/assessment)
Want to become a StoryBrand Certified Guide? Apply at storybrand.com/guide
1 Oct 2026
Foundation Fridays: The Hour That Gets You Unstuck
Most StoryBrand Guides don't have an information problem. They have a shipping problem and a deciding problem. This week, co-hosts Annie Figenshu and Tyler Pigott sit down with Shell Gower and Macy Robison to unpack Foundation Fridays, the weekly working session built to help first- and second-year guides take action on their own business.
In this episode:
What Foundation Fridays is, and how the new format gets guides applying StoryBrand to themselves
How the Four Rules are being used to pressure-test problem soundbites and one-liners
A real example of the curse of knowledge, and why your client may not know they're in the hole
Why a two-hour block (one to learn, one to do) works better than dropping in
The monthly sales session with Brooke Greening
Question of the Week: lead gen vs. demand gen, and why professionals want to be measured
Guide success story: Dominique launches The Growth Architects Table
The Circle "picnic game" ahead of the StoryBrand Guide Retreat in Nashville, October 26–28
Find Foundation Fridays under Live Events in the Circle community. If you know a guide who needs to hear this, share the episode.
The StoryBrand Guide Podcast is the only show made for StoryBrand Guides, so you can get the most from your certification.
23 Sept 2026
Messaging Canvas Recap: What Guides Need to Know From the Quarterly Call
Missed the quarterly call with Donald Miller? We've got you.
Annie and Tyler break down everything guides need to know about the Messaging Canvas: what it is, why StoryBrand moved from the SB7 to Soundbites to the Canvas, and how to put it to work in your business this week.
In this episode:
How to price and position a Messaging Canvas for clients of any size (and why $5,000 isn't crazy)
Why strategy alone sits in a drawer, and how implementation leads to repeat work
The four steps to take this week after the call
How to partner with other guides when a client needs something you don't offer
What's coming next: a Canvas keynote deck and filled-out examples
A guide win: how one Messaging Canvas cut the insider language for a niche medical practice
17 Sept 2026
Get Unstuck Faster: Inside StoryBrand Office Hours
Every StoryBrand Certified Guide has access to a weekly resource most people don't know about. In this episode, Tyler pulls back the curtain on office hours: what it is, what Guides actually ask, and the aha moments that come from workshopping your offer, your Soundbites, or your next move with someone who has built and sold an agency.
Also in this episode: Kenneth asks how to generate new coaching leads, and Tyler shares what worked over ten years (roughly 40 quarters) of running an agency, including the one outreach habit he's never seen fail. Plus a success story from Sarah, a hot take on when new Guides should start showing up to community events, and the burning question of when fall actually begins.
Links in the show notes: Office Hours in Circle, the StoryBrand Guide Retreat in Nashville (Oct 26-28), the Ask the SB Community thread, and how to become a StoryBrand Certified Guide.
The StoryBrand Guide Podcast is the only show made for StoryBrand Certified Guides. New episodes every other Wednesday. Hosted by Annie Figenshu and Tyler Pigott.
3 Sept 2026
What the Guide Benchmark Data Says You Might Be Doing Wrong
Tyler and Annie open up the State of the Guide Community report and walk through what separates guides who are growing from guides who are stuck.
Drawing from the January benchmark survey and a review of 248 guide websites, they cover the five patterns that show up again and again: 82% of guide businesses are solo or micro-teams, 51% don't mention StoryBrand on their homepage, half have no positioning anchor, growth is happening but it's built on referrals instead of systems, and revenue goals are outpacing operating capacity.
Tyler shares what he learned routing every incoming guide lead through his own inbox for 90 days, and why "I work with manufacturing companies" is useless if it's not written down anywhere. Annie shares the casting-director story that taught her why "I can do everything" gets you zero callbacks.
19 Aug 2026
The Guide's Journey: Your Playbook for Attracting More Clients
Most guides don't actually have a client problem. They have a "treat your own business like your best client" problem.
In this episode, Tyler Pigott and Annie Figenshu unpack the Guide's Journey, the new Marketing Business Playbook inside the StoryBrand Guide community. It's a three-phase, fifteen-step map for building an independent marketing business: attract leads, close leads, deliver results. You'll hear why the steps are ordered the way they are, how they connect back to the StoryBrand messaging campaign triangle, and the mindset shift that makes attracting clients a lot easier.
Plus, a real question from a fellow guide: how do you take your one-on-one messaging work and run it for a whole room? Tyler and Annie cover who to get in the room, how many people is too many, how to structure the sessions across a few calls, and how to price it.
Whether you're just getting started or you've been guiding for years, this one will help you get more out of your certification.
5 Aug 2026
The StoryBrand Messaging Canvas (and What to Do When They Say You're Too Expensive)
A prospect just told you your rate is too high. Now what?
In episode 10, Annie Figenshu and Tyler Pigott answer a question from the Ask the SB Community about pricing a first proposal, and the answer is not "discount it." They cover why you should never eat your own travel costs, how to trade value for value instead of cutting your number, why three options beat one, and the reason you should deliver proposals live whenever you can. Annie also shares the out-loud practice drill that makes saying a bigger number feel normal.
Then Tyler breaks down the StoryBrand Messaging Canvas: the Four Rules of Messaging, how the free download, the web training, and the mini guide fit together, and why the Canvas functions like an order form that shows a CEO exactly what they're paying for.
Plus a success of the week from a Guide who cut a 40-hour build down to six.
The StoryBrand Guide Podcast is the only show made for StoryBrand Certified Guides, so you can get the most out of your certification. New episodes every other Wednesday.
22 Jul 2026
The Unofficial Mid-Year Kickoff: What's Changed and What's Coming for StoryBrand Guides
A lot has changed since January, and even more is on the way. In this episode, Annie and Tyler host the unofficial mid-year kickoff call for StoryBrand Certified Guides, breaking down everything that's launched in the first half of 2026 and everything coming in the second half.
Have a question for a future episode? Drop it in the Ask the SB Community thread in Circle.
15 Jul 2026
Turn a Keynote Into Clients: Two Guides Share Their Playbook
Most guides have the StoryBrand keynote decks sitting in their resources folder and never use them. In this episode, we talk with two Certified Guides who turned the Soundbite keynote into a repeatable lead generation engine.
Kristen Madeja delivers hers online every month with six months of events booked in advance. Sloan Milliken runs his in person about ten times a year and uses it to open new sales conversations. They share how they fill the room, what audiences respond to, whether you can charge for it, and the mindset shift that changed everything: sell people on you, not just the framework.
Plus, we answer a question of the week on sharing Story Brand in short, simple soundbites on social. If you want a marketing play you actually enjoy running, this one is for you.
8 Jul 2026
Why Niching Down Actually Creates More Opportunity | Brian Sooy
What if the thing you're most afraid of in your marketing business is actually the thing that would set you free?
In this solo episode, Tyler sits down with Brian Sooy, a creative agency leader with over 40 years in the field, to unpack one of the biggest tensions marketers wrestle with: the fear of focus. Brian shares his winding journey from an 18-year-old delivery driver at a print shop to running his own agency for 30+ years, and finally landing on a clear, confident niche in the home services space.
Together, Tyler and Brian break down what real positioning looks like, why your point of view has to come first, and how niching down doesn't limit your opportunity, it multiplies it. If you've ever felt like you're trying to be all things to all people, this one's for you.
In this episode:
Why marketers fear focus, and how to get past it
The three pillars of great positioning: audience, problem, and point of view
Why your point of view is the scariest (and most powerful) place to start
How "focus is the ruthless elimination of distraction" changes everything
The shift from fluid to crystallized intelligence, and why your best work might be ahead of you
Why being an expert is really just being a guide
Plus, Brian gives us a preview of what David C. Baker will bring to the StoryBrand Guide Retreat this October in Nashville.
Want to be in the room? Check the show notes for the link to join us October 26-28 in Nashville.
1 Jul 2026
How Josh Hull Turned the $100k Pitch Deck Into $100k in New Business
What if one resource could help you close bigger deals with more confidence? In this episode, Tyler and Annie break down the $100,000 Pitch Deck. You'll learn what it is, where to find it inside Circle, and why it belongs in every Guide's tool belt.
Then we're joined by StoryBrand Certified Guide Josh Hull, who shares how he used the Pitch Deck to reposition his business and turn it into $100k in new revenue across four deals. Josh walks through the "meta moment" that closes clients, why nailing the problem slide changes everything, and the mindset that got him to stop waiting for perfect and start winning.
Plus, our Question of the Week tackles a big one. When should you lean into a niche, and when should you keep your positioning broad?
If there's a fellow Guide who needs to hear this, share it with them. Keep showing the world what great Guides can do.
24 Jun 2026
Mailbox Money: Your Soundbite Course Affiliate Link (and How Soundbites Fit With StoryBrand)
What if one simple link could cover your certification fee for the year? In this episode, Annie and Tyler break down the StoryBrand Soundbite Strategy course affiliate opportunity, the "mailbox money" every certified Guide already has access to, including the 97% commission on the $499 course and the done-for-you marketing kit waiting in your Resources section.
But this isn't just about the link. The team digs into a question Guides keep asking: how do the new PIECE soundbites actually fit with the StoryBrand framework and the brand script? Tyler and Annie unpack why the SB7 framework is your strategic blueprint, why the soundbites are your tactical toolkit, and how combining the two makes you "strategical" with every client.
You'll hear practical, real-world ways Guides are using the Soundbite course right now — baking it into offers, prepping clients before the first meeting, building a good-better-best pricing menu, and following up with buyers to open the door to bigger messaging work. Plus, the answer to this week's question from Preston on dovetailing the framework and the soundbites.
If you've ever wondered "why would I sell this for StoryBrand?" — this one's for you.
🎧 Have a question you want answered on the show? Drop it in the Circle community or in the show notes.
17 Jun 2026
Turn One StoryBrand Link Into Warm Leads and Mailbox Money
You have powerful resources through your StoryBrand Certification, but turning them into revenue and warm leads is not always clear, so they sit unused. We get it.
In this episode, Annie Figenshu and Tyler Pigott show you how the StoryBrand Your Business Live workshop becomes the easiest link you will ever share to earn income and warm up a prospect at the same time. You will learn how the 10 percent affiliate commission works, a creative "watch it together" way to use the Soundbite course as a client on-ramp, and how to apply to coach in the room. Walk away ready to turn an underused certification perk into warm leads, recurring affiliate income, and easier sales conversations.
10 Jun 2026
Is Brand Messaging Enough?
Is brand messaging enough on its own, or do you need to bolt on web design, graphic design, and analytics to compete? In this episode, Tyler and Annie tackle a question from a guide named Jess about how to position yourself when other consultants offer more services — and why becoming the expert beats being a generalist, especially as AI squeezes the middle of the market.
Then they dig into how to get the most out of conference speakers, whether you're headed to the StoryBrand Guide Retreat this October or any big event. Annie shares the three layers she listens for from stage, and Tyler unpacks the thinking behind this year's "Build It to Last" theme and speakers like David C. Baker.
Got a question for the show? Drop it in Circle and tag Tyler or Annie, or use #StoryBrandGuidePodcast. We're listening.
3 Jun 2026
Is the Guide Retreat Worth It? Two Guides Show the Math
Should you go to the StoryBrand Guide Retreat? In the very first episode of the StoryBrand Guide Podcast, Tyler Pigott and Annie Figenshu pull back the curtain on a question buzzing through the community right now: is the investment actually worth it?
They sit down with two Certified Guides who answer with hard numbers. Andy Rhodenbaugh walks through how a little intentionality...checking his CRM, knowing who'd be in the room, and reconnecting on a conversation that started over a virtual coffee...turned into a $4,000 website project, another $3,500 from a referral, and $700/month in recurring revenue. Brandyn Miller shares how he 5X'd his investment, the "two-wheel therapy" that helped him think, and the $1,000 one-hour offer he built from a single session takeaway.
Plus, a listener question from Heidi: how do you sell StoryBrand when most people don't even realize they need messaging help? The crew breaks down asking better questions, leading with what clients actually care about, and "Trojan-horsing" clarity into the work.
27 May 2026
Kicking Off the Guide Podcast (And Why We're Doing This)
Welcome to the StoryBrand Guide Podcast...a brand new show by Guides, for Guides. In this kickoff episode, Tyler Pigott and Annie Figenshu introduce what's coming: real conversations with real Guides about what's actually working in their businesses, how they're using StoryBrand resources like the Soundbite Strategy, and how to turn the community's collective wisdom into your competitive edge. Plus, the bold goal driving the whole show: helping every Guide make their renewal fee back in a single week. Subscribe, listen in, and get ready to sharpen your craft alongside the best messaging experts in the world.
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