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An Honest Review of StoryBrand 2.0: A Certified Guide Shares What You Need to Know

ByDominique Glanville

It’s no secret that I’ve been a big fan of StoryBrand for quite some time. 

I was certified in 2019 and in that time have implemented the framework for dozens of clients. It’s a smart framework that helps businesses clarify their message and connect with customers. So when StoryBrand 2.0 (a.k.a. the updated Marketing Made Simple) dropped, we were curious—does it deliver something new or just repackage the same material?

As a Certified StoryBrand Guide, here’s my honest review: It’s helpful if you’re wondering how to talk to your ideal customer in a way that is compelling. 

BUT – There are a couple of missed opportunities Donald Miller didn’t address. Read below for the aspects of the book that I wish were more updated about where marketing is heading.

Let’s get into it.

First, what’s new?

StoryBrand 2.0 isn’t a total rewrite. The core idea remains: 

  • Your customer is the hero. 
  • Your business is the guide. 
  • Your message should be clear enough for a distracted fifth grader to understand.

But there ARE a few new things:

  • A bigger emphasis on using AI to build funnels faster
  • Refreshed messaging examples and case studies
  • A push toward automation and simplified sales sequences
  • The launch of “StoryBrand AI”—an AI tool that writes emails, web pages, and more using the SB7 framework

It’s streamlined and polished. Great for beginners.

What I like

  • It still works – The clarity-first approach is evergreen. If your messaging is fuzzy, this framework will fix it. It’s not worth running ads and pouring money into your funnel if your message isn’t clear. Fix this first. 
  • Good for small biz – If you’re new to marketing and just building a solid foundation for an emerging business, StoryBrand is a fantastic first step. Every small business owner should go through the Storybrand refinement process. 
  • Clear path to implementation – It walks you through emails, lead magnets, and landing pages in a way that’s easy to follow.
  • A strong focus on conversion, not just traffic – Storybrand is a framework to increase conversion – on the website, when you’re speaking to a group, when you need to convince someone of something. Too many people think of marketing as getting more eyeballs. That’s traffic. What good is traffic without conversion? 
  • A strong emphasis on nurturing via email – We continue to see that email is the most underestimated tool for cultivation and conversion. Too many businesses are neglecting list building and list nurture. Donald Miller has built a scalable business out of it and helping others do the same.

Where it falls short

Here’s where I start to side-eye a bit:

  • The lead magnet advice feels dated
    StoryBrand still pushes the idea that you can slap together a 5–10 page PDF and people will happily hand over their email. That used to work. Today? Not so much. It would be better to ungate that material and let it work for your SEO. 

So, how do you capture an email address? With our clients, we’re seeing far better results with interactive tools—like self-assessments—that give instant value and feel more personalized. At Heights, we follow the Endless Customers Framework (by Marcus Sheridan) for more innovative and cutting-edge practices around email capture, content, and self-service tools. Curious to learn more? Check out this blog post.

  • The AI hype is overplayed
    Yes, AI is useful. It can help you move faster and generate first drafts. But it’ll only get you 50% of the way there. Real strategy, messaging nuance, and brand voice? That still requires human brains. Preferably ones that know your business inside and out. AI is only so good as the person prompting it and leveraging its outputs. With the right strategy, brand voice, and best practices, you can leverage AI and your team’s knowledge of your offer to increase success. Feels like a sales pitch.

    A few reviewers mentioned (and we agree) that parts of the book feel more like an ad for Miller’s paid tools than a deep dive into new ideas. If you’ve read the original, this version may not offer enough new content to justify another purchase.
  • Messaging isn’t the whole game
    StoryBrand nails the message—but messaging alone doesn’t solve all your marketing problems. It’s a critical piece of your foundation, yes. But what closes the gap between where your business is and where you want it to be? Strategy. A clear, prioritized, and innovative marketing strategy. StoryBrand doesn’t teach you how to build that. It gives you language, not a plan. We’ve worked with plenty of clients who came to us with StoryBranded messaging in place but no real roadmap. Fix your messaging, yes—but do it in the context of a larger, smarter strategy that reflects your goals, buyers, and growth path.

So… is it worth reading?

Yes—if you haven’t read the original Building a Storybrand, these concepts are key for the mindset and approach you need when talking about your business. Or, if you’re just getting started with marketing. StoryBrand 2.0 is still one of the clearest, most practical frameworks out there. It gives you a language to use and a plan to follow.

But if you’ve already nailed your messaging and are looking for lead gen strategies that reflect how people actually buy today? You’ll want to layer in something more modern—like the Endless Customers approach, which leans into interactive tools, value-driven content, and a long-game strategy for trust-building.

Bottom line:
StoryBrand 2.0 is still helpful. But it’s not the full playbook.
You need real strategy. You need better tools. And you need someone who knows how to use both.

If that sounds like what you’re looking for—we should talk.

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