Many companies position there marketing around benefits and features of their product or service, but how can they make the customer the hero of their story? By making the customer the hero and communicating in a way that demonstrates empathy for the customer is most powerful in the long run. I think that it’s best to focus on strategic outcomes that your customer needs. Not talking about yourself, your services or offerings as it loses people, because it makes you the star of the story and this in turn makes the client not the star of the story!


We all wake up self identifying as heroes in stories. If I am a hero and meet you at a dinner party and you tell me about yourself my subconscious begins to process you as a hero as well. And sometimes we subconsciously believe that there is scarcity of resources, so if you are the hero and I am a hero - Who’s the best? In reality, you should be stepping aside as the client is looking for someone to help with their story. It’s OK that another character comes into the story and their purpose is to help the hero win type day. I don’t want to be the hero in your story, I just want your business to succeed - I want to be the character that exists to help the hero win. I’m actually here to help them have success and the client is the star of the story. Contact me via e-mail to arrange a meeting or workshop about how to include your customers in your storytelling.