What A/E/C Leaders Can Learn from Building a StoryBrand

I recently finished Donald Miller’s Building a StoryBrand, and it hit me with a much-needed reminder:

In A/E/C, we often make ourselves the star of the story. But in reality, our clients are the heroes and we’re simply here to guide them to success.

That simple mindset shift is the heart of Miller’s framework. His big idea? People don’t buy the “best” products or services. They buy the ones they understand the fastest. For an industry like ours, where proposals and presentations are packed with technical details, that lesson is gold.

Breaking Down the StoryBrand Framework

Miller uses a storytelling approach that works across every industry, including A/E/C:

1. The client is the hero. They’re facing a challenge or a problem.

2. Your firm is the guide. You bring empathy, expertise, and a plan.

3. You deliver the plan. That solution helps the client avoid failure and achieve success.

Instead of positioning your firm as the star, StoryBrand shows how powerful it is to frame your expertise as the path that leads clients to their goals.

Why This Matters for A/E/C Firms

Here’s the truth: decision-makers don’t hire you because you’ve won awards or been around for 50 years. Those things matter, but they’re not what seals the deal. What they really want is confidence that you understand their challenges, have a clear plan to solve them, and most importantly, can communicate that plan quickly.

I saw this play out with a client recently. Their proposals were filled with impressive details, awards, project stats, firm history, but the executive summary never once mentioned the client’s specific problem. Once we rewrote it through a StoryBrand lens, flipping the focus to what mattered most to the decision-makers, the feedback was immediate: “Finally, someone who gets us.” That’s the difference this framework makes.

By leaning into StoryBrand principles, you can:

• Make proposals easier to digest.

• Clarify your marketing message so it resonates.

• Stand out as the trusted guide not just another bidder.

4 Ways to Apply StoryBrand in Your Firm

Want to start putting this into practice? Here are four simple steps:

• Flip your executive summaries. Lead with your clients’ challenges and outcomes, not your firm’s history.

• Clarify your one-liner. Be able to explain what you do, who you help, and the success you deliver without jargon.

• Audit your website. Does your homepage talk more about you or the problems you solve? Shift the spotlight to your clients.

• Coach your team. Encourage staff to listen first and position themselves as problem-solvers in BD conversations, networking, and interviews.

The Payoff

This isn’t a huge overhaul, it’s a subtle but powerful mindset shift. When your clients see themselves as the hero and your firm as the trusted guide, your message cuts through the noise. You’ll build stronger relationships, stand out from the competition, and ultimately win more of the right work.