Framework

The StoryBrand (SB7) Philosophy

The SB7 framework uses a seven-step narrative structure that mirrors how humans naturally interpret stories. Instead of making CNA the hero, we position our services as the solution to a "Villain" (Problem) that prevents our customers from achieving their goals.

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Core Principle

The customer is always the hero. CNA is the guide who helps them overcome challenges and achieve success. This shift in perspective is the foundation of all our messaging.

The Seven-Step Framework

Every compelling story follows this structure. By applying it to our marketing, we create messaging that resonates deeply with our audience.

1. A Character (The Hero)

The story starts with a hero who wants something. In our case, the hero is our customer—leaders of multi-location operations who need dependable supply systems.

2. Has a Problem (The Villain)

Every hero faces an obstacle. Our customers battle a fragmented, unpredictable supply landscape that creates complexity, drains energy, and threatens their operations.

3. And Meets a Guide (CNA)

The hero needs someone who understands their struggle and has the expertise to help. CNA enters as the trusted guide—not the hero—with empathy and authority.

4. Who Gives Them a Plan

The guide provides a clear, simple plan. Our three-step process (Assess & Align, Build & Tailor, Launch & Scale) reduces complexity and builds confidence.

5. And Calls Them to Action

Heroes need to be challenged to act. We provide clear, specific calls-to-action that make the next step obvious and low-risk.

6. That Helps Them Avoid Failure

Stories have stakes. We articulate the cost of inaction: continued vendor sprawl, operational disruptions, wasted leadership bandwidth, and increased risk.

7. And Ends in Success

The hero achieves transformation. With CNA, customers gain a stable, scalable foundation for growth, real-time visibility, and a leadership identity defined by calm and control.

Why This Works

Human Psychology

Our brains are wired for story. We've been processing information through narrative structure for thousands of years. When we present information as a story, it becomes easier to understand, more memorable, and more emotionally compelling.

The Guide vs. Hero Distinction

When companies position themselves as the hero, they compete with the customer for that role. But every person sees themselves as the main character of their own story. By stepping into the guide role, we:

  • Create trust — Guides understand the hero's struggle
  • Demonstrate expertise — Guides have been where heroes are going
  • Remove ego — The focus stays on the customer's success
  • Enable action — Heroes are empowered, not sold to

Applying SB7 at CNA

Every piece of communication should be filtered through this framework:

Instead of... Say...
"CNA is the leading supply chain solution" "You deserve supply systems you can count on"
"We have 10M sq ft of distribution space" "Get fast, reliable fulfillment across all your locations"
"Our platform provides visibility" "See exactly where your orders are, in real-time"
"We've served 8 industries" "We understand the unique challenges of your industry"

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