Why I’m All In on the New StoryBrand Coach Direction (And Why You Should Be Too)

 If you’ve followed the StoryBrand world for a while, you’ve probably heard the news: we’re no longer just StoryBrand Certified Guides—we’re StoryBrand Certified Coaches. And while that may seem like a subtle shift in title, it marks a major evolution in the way we serve business owners.

For years, being a StoryBrand Guide meant honing the skill of copywriting through the lens of a proven messaging framework. And while that framework—based on the power of story to cut through noise and connect with customers—remains rock solid, the role is expanding. It’s no longer just about writing clear copy. It’s about helping businesses make clear marketing decisions.

This is a shift I’ve been waiting for.

Not Just a Guide—A Strategist

The truth is, I’ve been doing strategy and coaching for businesses for decades. Long before “fractional CMO” was a familiar term, I was walking into businesses, assessing their gaps, building roadmaps, and guiding execution. In fact, I introduced myself as a fractional CMO six years ago to someone who responded with, “What’s that?” Fast forward to today, and StoryBrand is telling the world exactly what I’ve always believed: that businesses don’t just need another piece of content—they need clarity, leadership, and a smart, cohesive strategy to move forward.

That’s why this new chapter of StoryBrand feels like home. It’s finally congruent with who I am and what I’ve always brought to the table.

Why Some Are Leaving (And Why I’m Not)

I understand why some certified guides are stepping away. Not everyone feels comfortable moving from copywriter to coach. Coaching requires a broader skill set—business acumen, marketing experience, and leadership that stretches beyond a sales page or website wireframe.

But here’s the thing: business owners don’t just need writers. They need guides who can lead. They need someone who understands the whole picture—market, message, media, and moment—and can craft a plan that works. That’s the kind of impact I want to make, and why I’m leaning in, not out.

This Isn’t Just Certification—It’s Confirmation

To be honest, I’ve considered not renewing my certification in the past. Not because I don’t believe in the framework—I absolutely do—but because I’ve already mastered it. I didn’t need the credential to serve my clients well. But I’ve always appreciated the authority and credibility it brings.

Now, StoryBrand is aligning more than just messaging—it’s aligning mission. We’re being positioned as fractional marketing leaders, not just tacticians. And that gives me even more confidence to stand tall in my expertise and support my clients in a deeper, more transformative way.

Helping You Market with Clarity, Confidence, and Impact

So, what does this mean for you?

It means that if you’re tired of throwing spaghetti at the wall with your marketing…

If you’re sick of guessing which tactic to try next…

If you’re looking for someone to walk alongside you, help you see the big picture, and create a clear path forward that’s actually doable…

Then you don’t just need a copywriter. You need a coach.

As a StoryBrand Certified Coach and fractional CMO with 30 years of experience, I’m here to help you clarify your message, design a strategy that fits your business, and execute with confidence.

The future of StoryBrand is strategic—and I’m here for it.