December 1, 2025 • 11 mins
We break down the transformation story as a simple, powerful arc from sad to happy and explain how to guide clients from point A to point B without leaving them in the dark. We share concrete steps, a social media example, and why you must be the guide, not the hero.
• framing the problem as the audience’s “sad” and the goal as their “happy”
• showing the darkness with empathy, then leading to the light
• mapping a clear, stepwise path from point A to point B
• painting an attainable after-state buyers can believe
• using client stories where we act as the guide
• keeping language simple and outcomes concrete
• reminding listeners the transformation is why people buy
If you haven’t already, please give us a review
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Jonathan (00:00):
Ladies and gentlemen, welcome to an unhinged episode
of the Story Lab.
What you're gonna see next is arant by yours truly about
something that's reallyimportant, about the
transformation story and whytransformation stories are so
important and how you can makethem work for you so that you
(00:21):
can show very clearly how peopleget from point A to point B.
Because it doesn't matter ifyou're McDonald's, it does not
matter if you are a coach or atravel agent.
You're always sharing the storyof your clients and how they
get from point A to point B.
And when you can make thatpowerful and connect with your
audience, it's gonna be a storythey remember.
(00:44):
So coming right up after thisintro is a rant.
I hope you enjoy it.
I hope you don't get too scaredfrom it, and I hope you learn a
little bit something from it aswell.
And what I want you to do is tothink to back to the basics.
(01:23):
What you're sharing is a storyabout how somebody went from sad
to happy.
That's it.
How did they go from sad wherethey were in pain because they
had something that was causingthem problems?
How did they go from sad tohappy?
You're taking your client fromsad to happy.
(01:46):
Now, what is their sad?
It depends.
What problem are you solvingfor them?
That problem that you'resolving, that's their pain
point.
That's their sadness.
If that was gone, would theynot be happy?
So you're taking them to apoint where they get rid of
that.
That's happy for them.
(02:08):
When they're able to get rid ofthat pain point, that thing
that's causing them angst, thatthing that's making them stay up
at night because they can'tfigure out how to get it done in
their business, they can't getpast that goal.
How do they do that?
That so that story from A to Bis the transformation story that
(02:29):
you tell.
That transformation that youprovide is why people buy from
you.
The fact that you can get ridof their pain is why people buy
from you.
People don't want to be inpain.
They're doing everything intheir own control to get rid of
that pain.
And if that is buying thisproduct or service from you,
(02:51):
then that's what they're goingto do.
Because it's easier to not bewith pain.
So, how do you share that youget people from A to B?
You have to really understandthat you need to show them that
you get their darkness.
You understand their painpoint.
(03:12):
You have been there or knowthat your entire audience is
there and you know the darkness.
You have to show them thedarkness and then bring them to
the light.
If you don't know the darkness,how are they gonna believe that
you can get them from thatdarkness to the light?
(03:33):
Show them the darkness.
Show them that you get the painpoint.
Now, here's something thatpeople do very often, and I
don't really understand why.
People will show them thedarkness and then leave them in
the darkness.
Why are you leaving them in thedarkness?
That's leaving them in pain.
(03:56):
That's that's a pain pointpoking at the pain point with no
reason.
Don't do that.
Take them to the light.
Show them the darkness.
You understand it down there,but you're not gonna leave them
there.
You're gonna bring them to thelight.
You're not gonna leave them inthe dark.
Because why would they buy fromyou if you're leaving them in
(04:16):
the dark?
You're gonna show them that youknow how to get them to the
light.
You know the process.
You've been through theprocess, you've guided plenty of
other people on the process,and that is your magic.
You're gonna show them thatthis is how we do it.
We go step one, two, three,four, and five.
(04:39):
And when we get to five, guesswhat?
This is your life without thatpain point anymore.
This is the dream that you'vebeen hoping for.
This is the goal of everything.
That goal.
You don't have the painanymore.
I got you past it.
(05:00):
How excited are you?
This is what your life lookslike.
What does their life look like?
Are they drinking champagne inthe Swiss Alps?
Not having to worry about anyof the issues that have faced
them ever before?
Well, maybe not.
But they're a hell of a lothappier.
This problem, which is theproblem that they came to you
(05:22):
with, is gone.
So let's use a real example.
Somebody comes to me andthey're in pain because they are
not being seen on social media.
They're yelling into the voidand they're tired of it.
What is their solution?
Their happiness is they're nolonger yelling into the void.
(05:44):
They're speaking to real peoplethat are understanding what
they have to offer and they'reactually getting sales from
that.
That is their happy in thissituation.
How do I get them to happy?
Well, I showed them how to showup on video.
Then I showed them what type ofcontent would resonate with
their audience.
Then I would show them how theycan really dive into creating
(06:06):
that content more quickly sothat they're not spending five
hours a week creating content.
I go through all of thosesteps.
And they get to that.
They understand it.
They are deep down.
They bought my solution, theyget it, they're doing it.
They're happy.
They're no longer sad.
(06:27):
They don't have the sameproblem anymore.
They've gone from sad to happy.
Sad to happy.
My sad is different than yoursad.
My happy is different than yourhappy.
But I'm still taking them fromsad to happy.
A place where they have aproblem to a place where they no
longer have that problem.
Think about it when you'recreating your content.
(06:52):
How are you showing them howthey got from sad to happy?
How are you showing them theoutcome of their life after
they're happy?
That's important because theyneed to see that that's what
they want.
They need to connect with thatafterlife.
After this problem is gone, Iget to be happy.
When you share a transformationstory in that way, it makes it
(07:18):
approachable.
It makes it attainable.
It's not just aspirational,it's something that they can see
through a series of steps thatthey can actually accomplish.
And when they can seethemselves accomplishing it,
when they can see themselves inyour content, that's where the
magic happens.
Stories are so powerful becausethey can allow them to see
(07:42):
themselves in your content.
Share the stories of somebodyelse who's done this, somebody
who you've trained, you'veguided.
Because remember, you're theguide, you're not the hero in
any of this.
You're guiding them throughthis transformation.
Share other people's storiesthat you've guided that they can
(08:03):
see themselves in.
That's the power of thetransformation story.
Because the transformationstory is exactly what they're
looking for.
They want what you're offering.
So give it to them.
Let them understand it.
Share in detail so that theycan see themselves taking that
(08:27):
same pathway.
So that they can see themselvesat that point after they've
solved things and they're happy.
Whatever your happy is.
Because it's taking your peoplefrom sad to happy, and that's a
powerful story.
That's a powerfultransformation.
(08:50):
I was in pain.
I was sad, but then I got thissolution, and now I'm happy.
And think about what you can dowith that person's
transformation story.
Because they were in pain, butnow they're not.
They were sad, but now they'rehappy.
(09:13):
I was lost, now I'm found.
That's a transformation story.
That's how you tell it.
That's what you focus on.
The sad to the happy.
It seems simple.
It is simple.
Don't overcomplicate it.
Show them how your solutiontakes them there.
So, like I said at the top ofthis episode, that was a rant.
(09:36):
A rant about the transformationstory.
And I hope that you took awaysome key points.
Key points like when you'retelling the transformation
story, don't overcomplicate it.
Make it simple for people tounderstand.
Show them how you take themfrom point A to point B.
From sad to happy.
(09:58):
That transformation is whatthey're looking for.
Make sure that they seethemselves in that
transformation.
And you do that by making surethat you understand who you're
speaking to.
And finally, make sure thatyou're the guide.
You're bringing them on thisjourney.
You're showing them the way.
(10:18):
You're not the hero.
They're the hero.
Let them be the hero.
Let them solve their problem.
Guide them on that way.
So hopefully you enjoyed thisepisode of Story Lab.
This was a quick rant,obviously, about your
transformational stories and howyou tell the stories of your
(10:41):
clients.
So, with that said, I'm gonnawrap up this episode.
I want to thank you for beinghere.
If you haven't already, pleasegive us a review.
And I look forward to seeingyou again on another episode of
the Story Lab because we're hereto help you make your story the
one they remember.
Theme Song (10:54):
Story the one they remember, spoke in the night.
The voice in the crowd.
Some of you say the song in thespada, stand up, speak up,
single.
Ladies and gentlemen, welcome to an unhinged episode
of the Story Lab.
What you're gonna see next is arant by yours truly about
something that's reallyimportant, about the
transformation story and whytransformation stories are so
important and how you can makethem work for you so that you
(00:21):
can show very clearly how peopleget from point A to point B.
Because it doesn't matter ifyou're McDonald's, it does not
matter if you are a coach or atravel agent.
You're always sharing the storyof your clients and how they
get from point A to point B.
And when you can make thatpowerful and connect with your
audience, it's gonna be a storythey remember.
(00:44):
So coming right up after thisintro is a rant.
I hope you enjoy it.
I hope you don't get too scaredfrom it, and I hope you learn a
little bit something from it aswell.
And what I want you to do is tothink to back to the basics.
(01:23):
What you're sharing is a storyabout how somebody went from sad
to happy.
That's it.
How did they go from sad wherethey were in pain because they
had something that was causingthem problems?
How did they go from sad tohappy?
You're taking your client fromsad to happy.
(01:46):
Now, what is their sad?
It depends.
What problem are you solvingfor them?
That problem that you'resolving, that's their pain
point.
That's their sadness.
If that was gone, would theynot be happy?
So you're taking them to apoint where they get rid of
that.
That's happy for them.
(02:08):
When they're able to get rid ofthat pain point, that thing
that's causing them angst, thatthing that's making them stay up
at night because they can'tfigure out how to get it done in
their business, they can't getpast that goal.
How do they do that?
That so that story from A to Bis the transformation story that
(02:29):
you tell.
That transformation that youprovide is why people buy from
you.
The fact that you can get ridof their pain is why people buy
from you.
People don't want to be inpain.
They're doing everything intheir own control to get rid of
that pain.
And if that is buying thisproduct or service from you,
(02:51):
then that's what they're goingto do.
Because it's easier to not bewith pain.
So, how do you share that youget people from A to B?
You have to really understandthat you need to show them that
you get their darkness.
You understand their painpoint.
(03:12):
You have been there or knowthat your entire audience is
there and you know the darkness.
You have to show them thedarkness and then bring them to
the light.
If you don't know the darkness,how are they gonna believe that
you can get them from thatdarkness to the light?
(03:33):
Show them the darkness.
Show them that you get the painpoint.
Now, here's something thatpeople do very often, and I
don't really understand why.
People will show them thedarkness and then leave them in
the darkness.
Why are you leaving them in thedarkness?
That's leaving them in pain.
(03:56):
That's that's a pain pointpoking at the pain point with no
reason.
Don't do that.
Take them to the light.
Show them the darkness.
You understand it down there,but you're not gonna leave them
there.
You're gonna bring them to thelight.
You're not gonna leave them inthe dark.
Because why would they buy fromyou if you're leaving them in
(04:16):
the dark?
You're gonna show them that youknow how to get them to the
light.
You know the process.
You've been through theprocess, you've guided plenty of
other people on the process,and that is your magic.
You're gonna show them thatthis is how we do it.
We go step one, two, three,four, and five.
(04:39):
And when we get to five, guesswhat?
This is your life without thatpain point anymore.
This is the dream that you'vebeen hoping for.
This is the goal of everything.
That goal.
You don't have the painanymore.
I got you past it.
(05:00):
How excited are you?
This is what your life lookslike.
What does their life look like?
Are they drinking champagne inthe Swiss Alps?
Not having to worry about anyof the issues that have faced
them ever before?
Well, maybe not.
But they're a hell of a lothappier.
This problem, which is theproblem that they came to you
(05:22):
with, is gone.
So let's use a real example.
Somebody comes to me andthey're in pain because they are
not being seen on social media.
They're yelling into the voidand they're tired of it.
What is their solution?
Their happiness is they're nolonger yelling into the void.
(05:44):
They're speaking to real peoplethat are understanding what
they have to offer and they'reactually getting sales from
that.
That is their happy in thissituation.
How do I get them to happy?
Well, I showed them how to showup on video.
Then I showed them what type ofcontent would resonate with
their audience.
Then I would show them how theycan really dive into creating
(06:06):
that content more quickly sothat they're not spending five
hours a week creating content.
I go through all of thosesteps.
And they get to that.
They understand it.
They are deep down.
They bought my solution, theyget it, they're doing it.
They're happy.
They're no longer sad.
(06:27):
They don't have the sameproblem anymore.
They've gone from sad to happy.
Sad to happy.
My sad is different than yoursad.
My happy is different than yourhappy.
But I'm still taking them fromsad to happy.
A place where they have aproblem to a place where they no
longer have that problem.
Think about it when you'recreating your content.
(06:52):
How are you showing them howthey got from sad to happy?
How are you showing them theoutcome of their life after
they're happy?
That's important because theyneed to see that that's what
they want.
They need to connect with thatafterlife.
After this problem is gone, Iget to be happy.
When you share a transformationstory in that way, it makes it
(07:18):
approachable.
It makes it attainable.
It's not just aspirational,it's something that they can see
through a series of steps thatthey can actually accomplish.
And when they can seethemselves accomplishing it,
when they can see themselves inyour content, that's where the
magic happens.
Stories are so powerful becausethey can allow them to see
(07:42):
themselves in your content.
Share the stories of somebodyelse who's done this, somebody
who you've trained, you'veguided.
Because remember, you're theguide, you're not the hero in
any of this.
You're guiding them throughthis transformation.
Share other people's storiesthat you've guided that they can
(08:03):
see themselves in.
That's the power of thetransformation story.
Because the transformationstory is exactly what they're
looking for.
They want what you're offering.
So give it to them.
Let them understand it.
Share in detail so that theycan see themselves taking that
(08:27):
same pathway.
So that they can see themselvesat that point after they've
solved things and they're happy.
Whatever your happy is.
Because it's taking your peoplefrom sad to happy, and that's a
powerful story.
That's a powerfultransformation.
(08:50):
I was in pain.
I was sad, but then I got thissolution, and now I'm happy.
And think about what you can dowith that person's
transformation story.
Because they were in pain, butnow they're not.
They were sad, but now they'rehappy.
(09:13):
I was lost, now I'm found.
That's a transformation story.
That's how you tell it.
That's what you focus on.
The sad to the happy.
It seems simple.
It is simple.
Don't overcomplicate it.
Show them how your solutiontakes them there.
So, like I said at the top ofthis episode, that was a rant.
(09:36):
A rant about the transformationstory.
And I hope that you took awaysome key points.
Key points like when you'retelling the transformation
story, don't overcomplicate it.
Make it simple for people tounderstand.
Show them how you take themfrom point A to point B.
From sad to happy.
(09:58):
That transformation is whatthey're looking for.
Make sure that they seethemselves in that
transformation.
And you do that by making surethat you understand who you're
speaking to.
And finally, make sure thatyou're the guide.
You're bringing them on thisjourney.
You're showing them the way.
(10:18):
You're not the hero.
They're the hero.
Let them be the hero.
Let them solve their problem.
Guide them on that way.
So hopefully you enjoyed thisepisode of Story Lab.
This was a quick rant,obviously, about your
transformational stories and howyou tell the stories of your
(10:41):
clients.
So, with that said, I'm gonnawrap up this episode.
I want to thank you for beinghere.
If you haven't already, pleasegive us a review.
And I look forward to seeingyou again on another episode of
the Story Lab because we're hereto help you make your story the
one they remember.
Theme Song (10:54):
Story the one they remember, spoke in the night.
The voice in the crowd.
Some of you say the song in thespada, stand up, speak up,
single.
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