STOP talking about yourself.
Talk about your customer’s story—not your own.
↗CLARIFY YOUR MESSAGE
↗ MAKE PEOPLE WANT TO LISTEN
↗ BECOME THE GUIDE—not the HERO
ever CATCH YOURSELF TALKING TOO MUCH ABOUT YOUR COMPANY—AND PEOPLE TUNE OUT?
It’s human nature to want to be the hero of the story…but, when your company is the hero, people tune out—and that costs you engagement and sales.
YOUR CUSTOMERS will SAY “YES” MORE OFTEN
Make the story about them
Don’t make your company the hero, be the guide instead. Make your customers the hero of the story and they will want to listen.
MAKE IT INSTANTLY CLEAR
The confused mind says no. If your message can’t be understood quickly and clearly, you will lose their attention and lose sales.
Make them say, “Tell me more”
Empathy and understanding is the key to getting customers to lean in, and it’s how you earn the right to tell them more.
getting started is easy
01. Book your FREE REVIEW
We’ll identify where your current communication is unclear or too self-focused.
02. Build A pilot together
We’ll co-create a simple, “customer is the hero” pilot so you can see results fast.
03. Watch Customers say “yes”
Guide the hero well, and customers naturally say “yes” more often.
being too close to the work makes clarity hard
Hi, I’m Wade Sugiyama.
You live and breathe your work, which makes it surprisingly difficult to communicate it in a way customers immediately understand. And when the message comes across as self-focused, customers tune out—even if your solution is great.
You’re not alone. I help companies stop talking about themselves so customers lean in and say “yes” more often.
I’m a StoryBrand Certified Guide and I have over 20 years of experience in global marketing. Previously, I have served as both a leader and consultant for brands like Starbucks, T-Mobile, KFC, Samsung, NAPA, and AARP helping to deliver millions of dollars in incremental revenue and hundreds of millions of customer engagements.
client & Collaborator Testimonials
Standard Packages
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StoryBrand Starter Package
Based on the StoryBrand SoundBite Strategy, this package gives you clear, customer-focused SoundBites you can use instantly in your brand collateral, on your website, in your social media content, sales deck, or marketing campaign. You’ll get five StoryBrand-aligned statements that make your message simpler, sharper, and more compelling—so customers lean in, not tune out.
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Full Day Strategy Session
This full-day, hands-on strategy workshop gets your entire team aligned around the “customer is the hero” approach. We’ll diagnose how you’re telling stories today, identify what’s causing customers to tune out, and build a practical plan to apply this new approach across multiple teams, deliverables, and channels.
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60-day Pilot sprint
In this 60-day sprint, we move from clarity to action by building a fully developed pilot that puts your new customer-first approach into practice. We’ll choose the right pilot, collaborate on the StoryBrand SoundBites, and prepare every piece you need to launch with confidence and start seeing results.
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Ongoing fractional Support
This ongoing fractional engagement gives you a hands-on partner to infuse the customer-first approach across your organization over 6–12 months. I’ll help shape strategy, develop key deliverables, and ensure your teams consistently communicate with clarity so customers understand, engage, and say “yes” more often.