Make your customer a hero

Who is the hero in your brand's story? You, or your customer?

I find that most businesses and nonprofits think of themselves as the hero.

But if you want to thrive in the marketplace, you want to flip the script and turn your customer into the hero.

This may seem counterintuitive, but let me explain.

When you think of a hero, you often think of a Superman-type of character with a cape who saves the day.

However, in a memorable story, a hero is an imperfect person with a problem.

Think of Harry Potter, or Dorothy from the Wizard of Oz.

A hero:

• has a problem and wants something.

• is suffering or in pain.

• has no clear path forward, and faces obstacles.

• has to embark on a journey to find success.

Importantly - and this is where you and your organization play a role in the story - the hero needs a guide to help them on their quest.

Harry Potter had Dumbledore.

Dorothy had Glinda the Good Witch.

Your customer (or donor) has YOU!

You are the guide: experienced, trustworthy, and wise.

Center your customer as the hero of your brand story, and help them get what they want.

When your customer is successful, you are successful.

As Donald Miller, the author of BUILDING A STORYBRAND, says, "Positioning the customer as the hero in the story is more than just good manners; it's also good business."