On this episode of The Value Factory Podcast, Nick Anderson sits down with Wade Sugiyama—StoryBrand Certified Guide, marketing strategist, and founder of Guide the Hero Consulting—to unpack how storytelling transforms business. Wade shares how the “hero versus guide” mindset shift reshapes marketing, leadership, and brand messaging in an age where attention spans last three seconds. From lessons learned at Starbucks and Samsung to the emotional pivot from failure to purpose, Wade shows how moments that matter—and the stories we tell around them—become the bridge between connection and conversion.