The Value Factory Podcast | Episode 9 - Wade Sugiyama

In this episode of The Value Factory Podcast, Nick Anderson sits down with Wade Sugiyama, founder of Guide the Hero Consulting and certified StoryBrand coach, to reveal how reframing your brand story can transform your marketing and your bottom line. Wade shows why owner-operated businesses often misstep by casting themselves as the hero—and how stepping into the guide role unlocks clarity, empathy, and genuine connection. Drawing on Donald Miller’s StoryBrand framework and Wade’s own entrepreneurial journey, they explore how a powerful narrative fuels operational excellence, strengthens succession planning, and maximizes long‑term business value.

Whether you’re scaling up, eyeing an exit, or stuck in a marketing slump, this conversation delivers tactical “moments that matter,” teaches you to lead with purpose, and shows you how to craft messaging that sticks when it matters most.