How can you make the customer the hero of the story?

The short answer is through customer experience, sales, and brand loyalty initiatives. Many organisations position their marketing around benefits and features of their products and services. The customer is the hero, not the brand and I think the focus should always be on the strategic outcomes that the customer needs. In other words, shift the focus from ‘us marketing’ to ‘customer marketing’. We all have the need for someone to show us the way and consumers don’t always buy the best products and services; they usually buy the ones they can understand the fastest. What the customer has to sense is that we have stepped into their story and we care about their pain.