#17: Annoying Ads—The Dumbest Campaigns That Won Your Attention and Made Millions

Why That Worked – Presented by StoryBrand.ai

#Brand #Storytelling #Marketing #Business #Entrepreneur #Bmsu #StoryBrand.ai #BMS #Stories #StoryBrand #BusinessMadeSimple

33:58

In this episode, we delve into the concept of being "qualified" in the workplace, examining who gets labeled as such, who doesn't, and the underlying reasons. We explore "competency checking"—the practice of scrutinizing individuals' abilities—and how it disproportionately affects underrepresented groups, often going unnoticed or unchallenged. Our discussion aims to redefine qualifications in a fair, equitable, and actionable manner. Our guest, Shari Dunn , is an accomplished journalist, former attorney, news anchor, CEO, university professor, and sought-after speaker. She has been recognized as Executive of the Year and a Woman of Influence, with her work appearing in Fortune Magazine, The Wall Street Journal, Ad Age, and more. Her new book, Qualified: How Competency Checking and Race Collide at Work , unpacks what it truly means to be deserving and capable—and why systemic barriers, not personal deficits, are often the real problem. Her insights challenge the narratives that hold so many of us back and offer practical solutions for building a more equitable future. Together, we can build workplaces and communities that don’t just reflect the world we live in, but the one we want to create. A world where being qualified is about recognizing the talent and potential that’s been overlooked for far too long. It’s not just about getting a seat at the table—it’s about building an entirely new table, one designed with space for all of us. Connect with Our Guest Shari Dunn Website& Book - Qualified: https://thesharidunn.com LI: https://www.linkedin.com/today/author/sharidunn TikTok: https://www.tiktok.com/@thesharidunn Related Podcast Episodes: How To Build Emotionally Mature Leaders with Dr. Christie Smith | 272 Holding It Together: Women As America's Safety Net with Jessica Calarco | 215 How To Defy Expectations with Dr. Sunita Sah | 271 Share the Love: If you found this episode insightful, please share it with a friend, tag us on social media, and leave a review on your favorite podcast platform! 🔗 Subscribe & Review: Apple Podcasts | Spotify | Amazon Music…

9 days ago 30:04

MP3•Episode home

In this week’s episode, hosts Donald Miller and Kyle Reed discuss the genius behind annoying marketing campaigns like HeadOn, Chia Pet, and the George Foreman Grill. You’ll learn why these seemingly ridiculous ads worked, how they used repetition and simplicity to dominate attention, and what you can take away to sharpen your own message. Tune in to learn how to make your marketing stick no matter how simple (or obnoxious) it may seem.

Unlock the power of a framework that works—the StoryBrand Framework at StoryBrand.ai. It's like having the world’s best copywriter create high-converting marketing whenever you need it. Start your free 7-day trial at StoryBrand.ai.

Learn how to make your marketing and messaging work using a proven framework in the updated book, Building a StoryBrand 2.0. Order it now on Amazon or wherever you buy books!

511 episodes

#17: Annoying Ads—The Dumbest Campaigns That Won Your Attention and Made Millions

Why That Worked – Presented by StoryBrand.ai

2,779 subscribers

published 9 days ago

MP3•Episode home

Learn how to make your marketing and messaging work using a proven framework in the updated book, Building a StoryBrand 2.0. Order it now on Amazon or wherever you buy books!

511 episodes

#Brand #Storytelling #Marketing #Business #Entrepreneur #Bmsu #StoryBrand.ai #BMS #Stories #StoryBrand #BusinessMadeSimple

All episodes

Why That Worked – Presented by StoryBrand.ai

1
#18: Southwest—The Genius of ‘Bags Fly Free’ and What Happened When It Changed 37:34

1 day ago37:34

37:34

Southwest Airlines built one of the strongest brands in the world by doing one thing better than almost anyone: clear, clever messaging that made customers feel like family. “Bags fly free” was more than a tagline. It was a promise that set them apart from every other airline. But when they recently backtracked on that core message, the backlash was instant. In a world where loyalty is fragile and expectations are sky-high, even the best brands can stumble if they don’t communicate the right way. So what happens when a company known for brilliant messaging gets it wrong? In this week’s episode, Don and Kyle unpack the marketing brilliance that made Southwest an iconic brand and why their latest messaging misstep is such a big deal. They reveal how Southwest’s playful, people-first branding created an unbeatable bond with customers, and how this new shift risks breaking that trust. You'll learn what Southwest could have done differently, why your messaging must evolve without abandoning what made you great, and how to communicate tough changes without losing customer loyalty. Tune in to find out how even a beloved brand can slip and how you can avoid making the same mistake. -- Unlock the power of a framework that works—the StoryBrand Framework at StoryBrand.ai . It's like having the world’s best copywriter create high-converting marketing whenever you need it. Start your free 7-day trial at StoryBrand.ai . Learn how to make your marketing and messaging work using a proven framework in the updated book, Building a StoryBrand 2.0 . Order it now on Amazon or wherever you buy books!…

Why That Worked – Presented by StoryBrand.ai

1
#17: Annoying Ads—The Dumbest Campaigns That Won Your Attention and Made Millions 30:04

9 days ago30:04

30:04

Most people try to make their marketing polished, clever, or inspirational. But in the end, clarity beats creativity every time. In fact, some of the most “annoying” ads in history made hundreds of millions of dollars simply because they were impossible to ignore. They weren’t beautiful, they weren’t clever, but they were unforgettable. So why do so many businesses avoid this approach? Because we assume our customers want sophistication, when what they really need is a message that’s crystal clear and easy to remember. If your ad gets ignored, it doesn’t matter how gorgeous it is. In this week’s episode, hosts Donald Miller and Kyle Reed discuss the genius behind annoying marketing campaigns like HeadOn, Chia Pet, and the George Foreman Grill. You’ll learn why these seemingly ridiculous ads worked, how they used repetition and simplicity to dominate attention, and what you can take away to sharpen your own message. Tune in to learn how to make your marketing stick no matter how simple (or obnoxious) it may seem. -- Unlock the power of a framework that works—the StoryBrand Framework at StoryBrand.ai . It's like having the world’s best copywriter create high-converting marketing whenever you need it. Start your free 7-day trial at StoryBrand.ai . Learn how to make your marketing and messaging work using a proven framework in the updated book, Building a StoryBrand 2.0 . Order it now on Amazon or wherever you buy books!…

Why That Worked – Presented by StoryBrand.ai

1
#16: Airbnb—The Brilliant Strategy Behind Their New Messaging Campaign 40:09

16 days ago40:09

40:09

If your marketing isn’t working, it’s probably because you’re not talking about the right problem. Most businesses struggle to identify the most compelling issue their customer is trying to solve. They either talk about too many things or pick a problem that’s too vague. When that happens, customers stop listening. But when you finally address the problem that makes your customers say “yep, that’s me!”, sales start to climb. That's what Airbnb just nailed with their new messaging campaign. So, how do you figure out the exact problem your business solves in a way that drives real results? In this episode, Don and Kyle break down Airbnb’s latest messaging campaign and why it hits the mark so effectively. They unpack the brilliance behind how Airbnb redefined the problem it solves and how you can apply the same strategy to your own business. You’ll learn a simple way to clarify the problem your customer actually cares about and how to build an effective messaging campaign around it. Listen in for strategic tips on how to get sharper messaging and more customer engagement. -- Unlock the power of a framework that works—the StoryBrand Framework at StoryBrand.ai . It's like having the world’s best copywriter create high-converting marketing whenever you need it. Start your free 7-day trial at StoryBrand.ai . Learn how to make your marketing and messaging work using a proven framework in the updated book, Building a StoryBrand 2.0 . Order it now on Amazon or wherever you buy books!…

Why That Worked – Presented by StoryBrand.ai

1
#15: Morning Routines—The NEW Way To Create A Morning Routine In 2025 33:55

23 days ago33:55

33:55

If you followed every piece of advice out there about your ideal morning routine, you'd probably spend eight hours every day doing mindfulness excercises and supplements and journaling and workouts and cold plunges and more. But morning routines can be both easy AND effective if you identify the right mission for your life. In this episode, Kyle Reed and Donald Miller break down a new way to approach your morning routine—one that actually fits the demands of 2025. Whether you’re a high-performing entrepreneur, a working parent, or just trying to get your act together before 9am, this conversation is packed with practical strategies, unexpected insights, and a fresh mindset shift. You’ll learn: • Why most morning routines fail (and what to do instead) • How to reverse-engineer your day for better mornings • The role of intention, simplicity, and rhythm in a sustainable routine • What Kyle and Don are doing differently this year—and why it’s working If you’ve struggled with consistency, motivation, or just hate mornings altogether, this episode will help you build a routine that serves your real life—not some influencer’s highlight reel. -- Unlock the power of a framework that works—the StoryBrand Framework at StoryBrand.ai . It's like having the world’s best copywriter create high-converting marketing whenever you need it. Start your free 7-day trial at StoryBrand.ai . Learn how to make your marketing and messaging work using a proven framework in the updated book, Building a StoryBrand 2.0 . Order it now on Amazon or wherever you buy books! If you're tired of feeling unproductive and unmotivated, get clarity on your life goals and supercharge your productivity by visiting HeroOnAMission.com for your free planner!…

Why That Worked – Presented by StoryBrand.ai

1
#14: Simplicity—Why a “Less Is More” Approach Can Make Anything More Effective 33:01

30 days ago33:01

33:01

Most businesses, brands, and even thought leaders make the same mistake: they overcomplicate things. The more complex something is, the harder it is for people to understand—and if they don’t understand, they don’t engage. Whether you’re trying to grow a business, capture attention, or lead a movement, clarity is your greatest asset. That’s why we’re shaking things up this week with a very special recap episode! We’re revisiting some of the most valuable insights from past episodes—all centered around one powerful theme: simplicity. Don and Kyle explore how frameworks, storytelling, and clear communication can help you find clarity, make better decisions, and connect to more people. Tune in to discover why the most successful brands, leaders, and ideas all follow one golden rule: keep it simple. -- Unlock the power of a framework that works—the StoryBrand Framework at StoryBrand.ai . It's like having the world’s best copywriter create high-converting marketing whenever you need it. Start your free 7-day trial at StoryBrand.ai . Learn how to make your marketing and messaging work using a proven framework in the updated book, Building a StoryBrand 2.0 . Order it now on Amazon or wherever you buy books!…

Why That Worked – Presented by StoryBrand.ai

1
#13: Marriage—The Truth About What Makes Love Work Long-Term (ft. Johnnyswim) 23:21

5 weeks ago23:21

23:21

Relationships can be beautiful, but they’re also complicated. From the outside, it’s easy to assume great marriages happen by luck or chemistry. But the reality? Every relationship faces storms—health challenges, career stress, personal struggles—and most couples aren’t equipped to weather them. Without the right mindset and tools, it’s easy to drift apart or fall into survival mode. So how do couples not just stay together, but grow closer—even through the hardest seasons of life? In this week’s episode, Don and Kyle sit down with musical duo Johnnyswim (Abner Ramirez and Amanda Sudano) to unpack what makes their marriage work. From tour bus living to health challenges and creative careers, Abner and Amanda share how they’ve stayed united—and transformed—through it all. Tune in to hear their honest take on commitment, communication, and the real purpose of marriage. -- Unlock the power of a framework that works—the StoryBrand Framework at StoryBrand.ai . It's like having the world’s best copywriter create high-converting marketing whenever you need it. Start your free 7-day trial at StoryBrand.ai . Learn how to make your marketing and messaging work using a proven framework in the updated book, Building a StoryBrand 2.0 . Order it now on Amazon or wherever you buy books!…

Why That Worked – Presented by StoryBrand.ai

1
#12: Nostalgia—The Hidden Force That Makes Brands Feel Iconic 40:20

6 weeks ago40:20

40:20

Nostalgia is a powerful force. You hear an old song or catch a familiar scent, and instantly, you’re transported back in time. But our brains don’t just remember the past, they rewrite it. We filter out the stress, the boredom, the everyday struggles, and what we’re left with is a version of the past that feels safer, simpler, and better than it really was. So why does nostalgia have such a hold on us? And how does it shape the way we think, feel, and buy? This week, hosts Donald Miller and Kyle Reed break down the psychology of nostalgia and why it’s one of the most effective tools in marketing, storytelling, and even leadership. They reveal how businesses tap into nostalgia to create emotional connections with customers and how you can use it to strengthen your brand—or simply make more meaningful memories in your own life. Tune in to learn how nostalgia works, why we crave it, and how to use it to your advantage. -- Unlock the power of a framework that works—the StoryBrand Framework at StoryBrand.ai . It's like having the world’s best copywriter create high-converting marketing whenever you need it. Start your free 7-day trial at StoryBrand.ai . Learn how to make your marketing and messaging work using a proven framework in the updated book, Building a StoryBrand 2.0 . Order it now on Amazon or wherever you buy books!…

Why That Worked – Presented by StoryBrand.ai

1
#11: Starbucks—The Brand that Changed How the World Drinks Coffee 33:38

7 weeks ago33:38

33:38

If someone told you in the ’90s that people would happily pay $5 for a cup of coffee, you probably would’ve laughed. Before Starbucks, coffee was just… coffee. It wasn’t an experience, a ritual, or a “third place” between home and work. So how did one company transform a simple commodity into a global phenomenon? The rise of Starbucks wasn’t just about caffeine—it was about community, habit-building, and a relentless pursuit of consistency. In this episode, hosts Don and Kyle dive into the fascinating story of Starbucks, breaking down how a small Seattle coffee shop grew into a 35,000-location empire. They explore the visionary leadership of Howard Schultz, the brand’s impact on American culture, and how Starbucks managed to make coffee both an addiction and an experience. Plus, they debate whether Starbucks is still as great as it once was—or if its best days are behind it. Listen in for a deep dive into what made Starbucks work. -- Unlock the power of a framework that works—the StoryBrand Framework at StoryBrand.ai . It's like having the world’s best copywriter create high-converting marketing whenever you need it. Start your free 7-day trial at StoryBrand.ai . Learn how to make your marketing and messaging work using a proven framework in the updated book, Building a StoryBrand 2.0 . Order it now on Amazon or wherever you buy books!…

Why That Worked – Presented by StoryBrand.ai

1
#10: Reality TV—Why We're Obsessed with Chaos (And What It's Actually Doing to Our Brains!) 28:52

8 weeks ago28:52

28:52

Reality TV is everywhere, and whether you love it or hate it, you can’t deny it’s addictive. Millions of people tune in daily to binge-watch strangers argue, compete, or fall in love on camera. But reality TV isn’t “real” at all—it’s carefully crafted chaos, designed to keep you hooked. Producers manipulate stories, stir up conflict, and edit scenes to make the drama irresistible. But beyond the entertainment, what’s it actually doing to our brains? In this episode, hosts Donald Miller and Kyle Reed break down why reality TV works—and why we can’t look away. They explore the psychology behind our obsession with drama, the tricks producers use to keep us engaged, and how reality TV has shaped everything from social media to politics. Plus, they reveal the surprising ways it’s rewiring our attention spans and expectations of real life. Tune in for a revealing look at the power (and the price) of reality TV. -- Unlock the power of a framework that works—the StoryBrand Framework at StoryBrand.ai . It's like having the world’s best copywriter create high-converting marketing whenever you need it. Start your free 7-day trial at StoryBrand.ai . Learn how to make your marketing and messaging work using a proven framework in the updated book, Building a StoryBrand 2.0 . Order it now on Amazon or wherever you buy books!…

Why That Worked – Presented by StoryBrand.ai

1
#9: Michelin Star—How a Tire Company Created the Most Prestigious Award in Food 38:50

9 weeks ago38:50

38:50

The Michelin Star is a restaurant rating system so powerful that a single star can launch careers, change cities, and even break chefs. So what makes one restaurant just “good” and another Michelin-worthy? The path to earning a Michelin Star isn’t just about making great food—it’s about precision, consistency, and a relentless pursuit of excellence. But why do these stars hold so much weight? Today’s episode pulls back the curtain on the fascinating world of Michelin Stars. Hosts Don and Kyle explore how a tire company unexpectedly shaped the fine dining industry, why chefs dedicate their lives to earning (or desperately holding onto) these elusive stars, and what truly sets Michelin-caliber restaurants apart. Along the way, they share their own experiences—from unassuming hole-in-the-wall joints to world-famous dining rooms—and break down whether the chase for a star is worth the sacrifice. Listen in for a compelling look at the prestige, pressure, and obsession that fuel the Michelin Star legacy. -- Unlock the power of a framework that works—the StoryBrand Framework at StoryBrand.ai . It's like having the world’s best copywriter create high-converting marketing whenever you need it. Start your free 7-day trial at StoryBrand.ai . Learn how to make your marketing and messaging work using a proven framework in the updated book, Building a StoryBrand 2.0 . Order it now on Amazon or wherever you buy books!…

Why That Worked – Presented by StoryBrand.ai

1
#8: Amazon—The Crazy Business Strategies that Rewired Our Brains and Changed Shopping Forever 41:10

10 weeks ago41:10

41:10

Amazon didn’t just change how the world shops—it rewired our brains. Suddenly, driving to a store for light bulbs feels like a huge chore. Need cat food? Click. New coffee maker? Click. A hat with antlers for your Halloween costume? It’ll be at your door by 5 p.m. Love it or hate it, Amazon’s success lies in its relentless focus on the customer. It turned convenience into an art form. The real question is: how did they pull it off, and what can we learn from them? In today's episode, Donald Miller and Kyle Reed dissect the magic (and madness) behind Amazon’s rise. From Jeff Bezos’s obsession with customer experience to why two-pizza teams might be the secret to innovation, they explore what makes Amazon unstoppable. Tune in to find out how one company reshaped retail, rewrote the rules of business, and filled your house with way too many cardboard boxes. -- Unlock the power of a framework that works—the StoryBrand Framework at StoryBrand.ai . It's like having the world’s best copywriter create high-converting marketing whenever you need it. Start your free 7-day trial at StoryBrand.ai . Learn how to make your marketing and messaging work using a proven framework in the updated book, Building a StoryBrand 2.0 . Order it now on Amazon or wherever you buy books!…

Why That Worked – Presented by StoryBrand.ai

1
#7: Comedians—The Science and Strategy Behind the Funniest People on Earth 38:14

11 weeks ago38:14

38:14

Making people laugh looks effortless, but behind every joke is an incredible amount of work and strategy. Great comedians deliver far more than entertainment—they offer a masterclass in human connection. They say the things we’re afraid to say, challenge cultural norms, and turn life’s absurdities into something we can laugh at. The best comedians have the power to shape culture and influence how we see the world. So, what makes them so effective? In this episode, Donald Miller and Kyle Reed dive into the craft, psychology, and business behind comedy. From Jerry Seinfeld’s relentless perfectionism to Nate Bargatze’s strategic rise, they uncover what makes comedians great, why their jokes land, and how they build massive audiences. Whether you’re a casual fan or a stand-up junkie,tune in to learn how comedy transforms the everyday into something unforgettable. -- Unlock the power of a framework that works—the StoryBrand Framework at StoryBrand.ai . It's like having the world’s best copywriter create high-converting marketing whenever you need it. Start your free 7-day trial at StoryBrand.ai . Learn how to make your marketing and messaging work using a proven framework in the updated book, Building a StoryBrand 2.0 . Order it now on Amazon or wherever you buy books!…

Why That Worked – Presented by StoryBrand.ai

1
#6: Valentine’s Day—The Surprising Economics and Evolution of Love’s Biggest Day 33:39

12 weeks ago33:39

33:39

Every February 14th, millions of people rush out to buy heart-shaped chocolates, overpriced roses, and mass-produced cards, turning Valentine’s Day into a global cash grab. But how did a once obscure tradition become a billion-dollar industry? Whether you adore the holiday or roll your eyes at its commercialism, one thing is certain—it works. So, what makes this day so powerful, and why do we keep celebrating it year after year? In this week’s episode, hosts Donald Miller and Kyle Reed explore the unexpected history of Valentine’s Day, from its ancient pagan roots to its modern commercial dominance. They unpack the psychology behind our grand romantic gestures and why the greeting card and chocolate industries owe their success to one man’s brilliant idea. Tune in to discover how romance, commerce, and culture combined to create love’s biggest day. -- Unlock the power of a framework that works—the StoryBrand Framework at StoryBrand.ai . It's like having the world’s best copywriter create high-converting marketing whenever you need it. Start your free 7-day trial at StoryBrand.ai . Building a StoryBrand 2.0 is now available! Make your marketing and messaging work with the StoryBrand framework—and you can do that with the updated version of the book, Building a StoryBrand 2.0 , now available! In a world filled with constant, on-demand distractions, it’s harder than ever for businesses to cut through the noise and connect with their customers. Building a StoryBrand 2.0 equips you with the proven, perfected StoryBrand framework, giving you the tools to clarify your message and effectively engage your audience. This updated edition, Donald Miller deepens the original teachings with new insights and cutting-edge tools to transform how you communicate your unique value, helping your business stand out and grow. Order Building a StoryBrand 2.0 now on Amazon or wherever you buy books!…

Why That Worked – Presented by StoryBrand.ai

1
#5: Stories—The Survival Tool Hardwired into Every Human 38:58

13 weeks ago38:58

38:58

Every day, we’re surrounded by stories—on social media, in conversations, and even in our own heads. But have you ever stopped to wonder why stories are so powerful? They connect us, help us make sense of the world, and have been humanity’s most effective tool for survival. But how do they work their magic, and what happens when they’re used to manipulate rather than inspire? In this episode, hosts Donald Miller and Kyle Reed break down why stories are more than just entertainment—they’re a survival mechanism hardwired into our brains. You’ll learn how storytelling influences everything from personal relationships to cult-like movements. Listen in to discover why stories are the key to living a more meaningful and intentional life. -- Unlock the power of a framework that works—the StoryBrand Framework at StoryBrand.ai . It's like having the world’s best copywriter create high-converting marketing whenever you need it. Start your free 7-day trial at StoryBrand.ai . Building a StoryBrand 2.0 is now available! Make your marketing and messaging work with the StoryBrand framework—and you can do that with the updated version of the book, Building a StoryBrand 2.0 , now available! In a world filled with constant, on-demand distractions, it’s harder than ever for businesses to cut through the noise and connect with their customers. Building a StoryBrand 2.0 equips you with the proven, perfected StoryBrand framework, giving you the tools to clarify your message and effectively engage your audience. This updated edition, Donald Miller deepens the original teachings with new insights and cutting-edge tools to transform how you communicate your unique value, helping your business stand out and grow. Order Building a StoryBrand 2.0 now on Amazon or wherever you buy books!…

Why That Worked – Presented by StoryBrand.ai

1
#4: Football—Why It Became America’s Favorite Ritual 34:21

14 weeks ago34:21